By Sahil Patel
Back in February, Vice and FremantleMedia announced a new joint venture to create a multi-platform food vertical for millennial audiences. The goal, the companies said, was to combine Vice’s experience in connecting with the younger crowd with FremantleMedia’s expertise in producing shows for multiple platforms and markets.
Today, at MIPTV, the two companies are officially unveiling the product, which will be called Munchies. The name is based on Vice’s flagship food show, “Munchies,” which has joined the vertical’s original programming slate.
In total, Vice and FremantleMedia screened five shows at MIPTV: “Being Frank,” “Munchies: Chef’s Night Out”; “Fresh Off the Boat,” from Asian American restaurateur Eddie Huang; “Girl Eats Food” from British food personality Joanna Fuertes-Knight; and “Fuck, That’s Delicious” from chef/rapper Action Bronson.
All of these shows, as well as future programming made for Munchies, including an upcoming documentary series called “The Politics of Food,” will be available online. According to Vice and Fremantle executives at MIPTV, some of these shows/clips will also be repackaged into half-hour formats, which will be sold to TV channels around the world.
In the markets where Munchies has a TV deal, the online content will be used to drive audiences to the TV channel. FremantleMedia’s Keith Hindle also said the companies have received an offer from a US cable network, but wouldn’t name the network.