Food Network doesn’t really care if you can cook. I don’t mean to be overly cynical, but that shouldn’t come as any great revelation. This has been the case for some time, but the network doesn’t seem to be hiding it as much anymore. The network which used to almost expertly balance its talent between personality and ability seems to have tipped the scales in favor of the former, with little regard for the latter.
I should begin by saying that yes, I recognize that there is a Cooking Channel, and that the balance of programming has shifted to make Food Network more about food and entertainment. Both are owned by the Scripps Network and it is certainly a smart programming move, similar to the TBS/TNT split between comedy and drama. I get it, but here’s the problem. TBS and TNT are in roughly 85% of homes, and Food Network is available in 87%. The Cooking Channel is available in just over 53%. Kind of hard to create a brand split if most people aren’t able to watch regardless of the programming plans. (If you’re curious about the stats, check out this article from late Aug 2013)
Until the Cooking Channel becomes more available one would think that the Food Network would at least try and keep things balanced, but no. The imbalance has cropped up in several places though many will probably – and rightly – point to the ubiquitous Next Food Network Star as exhibit A. The use of “star” in the title suggests that the show is more concerned with cultivating pure celebrity than it is establishing the next great tv chef. But this isn’t a lesson in language intentionality so we’ll let that go. The more damning evidence comes in how that show has evolved over the years with the ways it measures and tests “talent”.Read More