Mobile Marketer has re-launched! Click here to learn more!

Food Network continues mobile push via new app launch

The Food Network on TV mobile app is available for free download in Apple?s App Store. The company also rolled out a Cupcakes iPhone app, just two weeks ago.

?The strategy is to provide a companion to our on-air programming with more video, more photo galleries and more behind-the-scenes content,? said Bob Madden, general manager and senior vice president of online brands at Food Network.

?We want to give Food Network fans access to their can?t-miss shows, favorite chefs and top-rated series on the go,? he said.

Food for thought
Through the Food Network on TV app, consumers can browse video, watch full episodes and view photo galleries for shows such as Food Network Star, Diners, Drive-ins and Dives and Barefoot Contessa.

Users can also browse talent bios and recipes and integrate the app with Food Network?s Twitter stream and Dish blog.

?If users want to make sure they catch a show when it airs, they have access to the full TV schedule and the ability to set a reminder on the device for showtime,? Mr. Madden said.

Past efforts
Food Network has been busy ramping up its mobile efforts in the past few months.

In 2010, the company let food enthusiasts browse 45,000 recipes via its In the Kitchen iPhone, iPad and iPod touch application (see story). 

Most recently, the Food Network has rolled out an iPad application that centers around cupcakes and lets consumers find recipes and ideas to make their favorite treat (see story).

?Our mission is to connect our fans to the joy and power of food, wherever they are,? Mr. Madden said.

?Our strategy for apps will continue to do just that, providing inspiration and sharing helpful tips, as well as giving access to more of the content they love,? he said.

?Food Network on TV brings fans beyond the television screen for a deeper look in their favorite Food Network shows and chefs.?

Final Take