MTV International to Launch Cooking Show for Millennials
'Brothers Green: EATS!' will be hosted by Internet stars and provide kitchen tips, humor and musical undertones, including talent cameos.
MTV will roll out a new series on its international networks that will be the youth network's take on the popular cooking show genre.
Brothers Green: EATS!, starring two Internet stars from Brooklyn, aims to "revolutionize the traditional cooking series for today's youth audience with a unique MTV spin," according to Viacom-owned MTV.
The half-hour series features brothers Mike and Josh Greenfield, hosts of online cooking show Midnight Munchies on YouTube's Hungry Channel, as they dish up "food for the people, by the people," drawing inspiration from across New York City and around the world. The show will also feature cameos from surprise guests and musicians.
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Produced by Storyville Entertainment, the company formed by Paranormal State producer Betsy Schechter, Brothers Green: EATS! got a 12-episode order. It will air across MTV’s linear channels outside the U.S., with its content also set to be featured across the company's digital platforms in various formats. It will start rolling out across MTV’s international network of more than 90 channels in over 160 territories from April.
The "Brothers Green" have built a following on YouTube with their “dorm room-style," fun-filled cooking videos. Some of their videos have drawn hundreds of thousands of views, with their "5 Ways to Get Creative With Pancake Batter" getting more than 1 million views.
“This program will be our answer to the traditional cooking show, MTV-style,” said Bruce Gillmer, executive vp of talent and music programming/events at Viacom International Media Networks. "Mike and Josh are a unique duo – they’re super passionate, highly creative and custom-made for the MTV audience. They’re resourceful, 'make something outta nothing' kind of guys. And our viewers are going to love them."
Asked how the show fits in with the broader popularity of cooking shows these days, Gillmer told THR: "We took notice of all the cooking shows and genres. And we couldn’t help thinking there must be a way in with a unique MTV twist."
When MTV found out about the brothers and watched some of their work, "we felt they would connect with our millennial audience," Gillmer said. "There is a very clear difference in their presentation compared to all the cooking and food shows."
In their videos, they focus on accessible ingredients, avoid fancy kitchen devices that people may not have at home and use humor. Plus, since Josh founded a band after college, The Canon Logic, among other music connections, MTV had another natural tie-in. "Music is at the core of the series in that the guys are musicians and there are music undertones throughout each episode and the series, whether it's musical guests or the guys spontaneously breaking out into song or music we choose for an episode," Gillmer said.
While the show was developed on the MTV International side, Gillmer wouldn't rule out that it could end up with broader reach at the company.
Said Mike Greenfield: “We’re so freaking excited to share what we’ve been creating in our kitchen – we’ve been gathering inspiration from around the world to create meals that are absurdly delicious and incredibly easy to make.”
Added brother Josh: “Our show is going to be unlike anything you’ve ever seen before. It’s a perfect blend of epic food, quick and easy eats you can make at home, and music from around the globe."
Executive producers are Schechter and Caroline Christopher for Storyville and Gillmer and Elyse Zaccaro for MTV International.
How will the short-form web video series on YouTube translate into a 30-minute show while continuing to showcase the brothers' energy and personalities? "You can overproduce," Gillmer acknowledged. "So, we are focusing on getting the best out of them without changing who they are. We produce with 360 [degrees] in mind. We are thinking content for linear that can also live on other platforms. There will be different segments of different length," with some of them lending themselves for online and mobile use. Added Gillmer: "We're not producing only a TV show. We’re producing great content for the MTV millennial audience that can be consumed on any platform."
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Each episode will have two "main events." One will see the brothers going into the field, whether it is NYC, Scotland or Malta where MTV has recently produced events. They will interact with chefs, food vendors, musical talent where it fits in organically and try food items, then go back to Brooklyn to create the main event dish.
How will cameos work? "Talent will weave in and out in organic ways," Gillmer said. "Nothing will be forced. If we are doing an interview with an artist and the topic of food and a favorite recipe comes up, we will figure out a way to address that in an episode and maybe execute on that recipe...During our (Isle of MTV) Malta World Stage event, they experienced local culture and food...and...in a very organic way interacted with Enrique Iglesias, Kiesza and Dizzee Rascal and a variety of other artists who were there, because they are themselves musicians and have a unique connection with music talent. So we got some great interactive moments. The same goes for the EMAs."