One of Snapchat Discover's newest publishers isn't just concerned about programming for vertical screens. Digital video network Tastemade is heading to The Cooking Channel, marking the first time one of its series has been greenlit for TV.
"We started this company focused on digital, and as digital grew, focused on mobile content creation," said Tastemade co-founder Larry Fitzgibbon. "Through this process, we've developed great content shot in HD and from our point of view why would we limit ourselves?"
Tastemade's "The Grill Iron," which documents college football tailgating traditions and asks local chefs to help fire up some game-day grub, will air weekly beginning Sept. 5 on the Scripps Networks Interactive channel. What also sets "The Grill Iron" apart is that it wasn't developed for television specifically. The show is one of Tastemade's digital series, and the online episodes are simply being rebroadcast on The Cooking Channel.
Fitzgibbon said the main goal of getting on the small screen was to introduce themselves to a broader audience who may not have been familiar with the online series. The Cooking Channel did not respond to requests for comment at time of publication.
"It was more about extracting value for the quality of content we create when we create original programming," he said.
"The Grill Iron" isn't the first show from a digital network to grace TV airwaves, but it's part of a growing trend of online native series making the jump. During the 2015 Digital Content NewFront presentations in New York, The New York Times announced its digital team was working with The Travel Channel to turn its series "36 Hours" into a television program. Maker Studios also heralded it was in development for a reality TV series about aspiring YouTube creators for ABC Family.
Vice has been rumored to be in talks to get its own channel from A&E Networks, which will allegedly rebrand its H2 channel for the millennial media giant. Vice has not commented on the rumors. A&E did not immediately respond to a request for comment.
Even before last year, multichannel network (MCN) AwesomenessTV crossed over onto Nickelodeon, and had a two-season sketch comedy run on the kids' network. Another MCN, Collective Digital Studio brought its viral series "The Annoying Orange" to Cartoon Network. Sixty episodes of "The High Fructose Adventures of Annoying Orange," as it's known on TV, ran on the network from 2012 to 2014. CDS' "Epic Meal Empire," which stars its Epic Meal Time crew, is currently on FYI.
"Digital has a massive development pipeline that traditional TV can't compete with because of the nature of how TV development occurs. ... Digital content is not marked as being experimental. These companies are putting marketing dollars behind it, and you're going to see more and more of it," explained David Anderson, a senior vice president at advisory firm Medialink.