Digiday: How Food Network, HGTV and other Discovery properties are making short-form video work

Excerpt: Digital Lifestyle Studios is also experimenting with putting digital programming on TV. An after-show for “Chopped” that was originally made for Food Network’s digital platforms now airs on its linear network. And during commercial breaks of “Holiday Baking Championship” in the fourth quarter of 2017, Food Network aired some hands-and-pans baking videos.

 Food Network, Travel Channel and the other lifestyle brands frequently bring editorial and sponsored videos to TV when they’re contextually relevant, Neil said. (These same social recipe videos also appear on Food Network’s website.)

Some of these social-to-TV videos included brand integrations with advertisers such as Pillsbury, whose video centered on making bear-shaped cookies.

“Advertisers value an association with [Food Network] and integration into their content,” said Matt Denerstein, managing director for cross-platform investment at Mindshare North America. “That applies anywhere the content is running, whether it’s on social networks and certainly on air where there’s different audiences.”

Read the full article on Digiday here.