Scripps Networks Interactive is out to reach millennial foodies, whether they watch TV or not. The company, which owns Food Network and Cooking Channel, has created a new multiplatform digital media brand geared toward adults aged 21-35. Called Genius Kitchen, the new initiative will consist of short-form programming, along with licensed content that’s repurposed from Cooking Channel and Food Network programming. Genus Kitchen’s videos will also be integrated with a database of over 500,000 recipes from Food.com. (Scripps ultimately plans to phase out Food.com itself.) Genius Kitchen kicked off yesterday with an ad-supported website, GeniusKitchen.com. Over 150 hours of video will follow in October, available on mobile apps and a number of connected TV devices. Genius Kitchen’s content is being produced by Scripps Lifestyle Studios, the company’s digital production unit.
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