Just came across an interesting New York Times article written last month about the change in strategy at Food Network. It starts with the surprising (to me, at least) revelation that “Emeril Live” has been cancelled, at least to the effect that they are no longer filming new episodes. I knew they’d moved it on their evening schedule – “Good Eats” is now on at 8 pm on weeknights, which is fine by me – but wasn’t aware they’d stopped filming and canned six people.
I’m pretty sure I’m in a coveted demographic for Food Network’s execs: 34 years old, highly educated, a parent, high disposable income, big spender on food and cooking items, and so on. Yet my Food Network viewership has been declining for years, even though I have worked at home since late 2001 and, of course, have a Tivo that allows me to watch whatever I want. This article confirmed for me why they’ve largely lost me as a viewer: They’re dumbing the whole thing down.
I originally watched Food Network, starting in the late ’90s, because I was learning to cook. I stumbled on “Good Eats” in late 1999 – “The Fungal Gourmet” was the episode – and I was hooked. I also watched “Emeril Live,” “The Naked Chef,” and “Molto Mario” regularly, and would usually just flip to Food Network if I was home and bored. My need for instruction has waned – even “Good Eats” is repetitive at this point – but I’d still watch for recipe ideas or little kitchen tricks if they were showing that type of programming. Instead, the nights are filled with contrived travel shows and reality series; the “Ace of Cakes” seems like a nice guy, but really, who cares about the back-room operations at a cake store? If I’m not learning, and I’m not being entertained, I’m not going to watch.
But perhaps the bigger problem is the way Food Network is going to drive away its top talent, in effect leaving them in a position where they are betting that their own brand is strong enough that they can manufacture new stars along the way. Food Network has not received any cut of the revenues its stars have received from sales of celebrity-endorsed products, such as Emeril’s Emerilware line from All-Clad. They’re now “insisting on a stake in book deals and licensing ventures, and control over outside activities” both in new contracts and in renewals with current talent, and I can see why that would lead some of the brighter stars to walk away.
When FN first launched its “Next Food Network Star” competition, a co-worker and close friend of mine with the Jays encouraged me to apply, knowing that I loved to cook and had the interesting background that typically appeals to reality shows. So I went to their site and looked at the application … which looked to me like indentured servitude. You give up everything, including your recipes, to Food Network. I like being on TV as much as anyone, but not at the cost of my soul. If that’s the devil’s bargain the Faust Network is offering, they’re not going to get the best talent coming in the door, and that means they’re not going to get the most desirable audience for their advertisers.