An extension of its website and magazine of the same name, Kraft this weekend is launching a What’s Cooking television show on Citytv. Hosted by former MuchMoreMusic host Richard Cazeau, Second City alumnus Jack Hourigan, and Cordon Bleu Culinary Institute graduate Warren Assaly, the 30-minute program airs Saturdays at 7 p.m.

‘It is not an infomercial, it’s regular programming,’ says Sandra Cifersons, director of media at Kraft Canada. ‘We will be driving to online — all of the recipes will be housed there. There will be streamed video as well, and you’ll be able to download the show.’

This is Kraft’s third stab at television in English Canada. The brand hosted one-hour specials on the Food Network and had a half-hour series on the W Network. But it wanted the reach of conventional television, says Cifersons. The brand has a successful Quebec model to work from — its show Quest-ce qui Mijote has been on TVA for five years.

‘When we first did the Food Network, basically we brought the magazine to life. That was the initial genesis,’ Cifersons says. ‘We realized the high water mark is to be able to communicate on a weekly basis, and this Rogers opportunity is not only weekly, but through the VOD opportunity the consumer can access it at any time they want,’ she says.

From Media in Canada