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Cooking show Recipe Rehab, one of the online video series that Google-owned YouTube has funded as part of its push into professional content, will become a syndicated TV show on ABC TV stations, the Wall Street Journal reported.
It is the first example of a new show designed for YouTube developing a second life in the broadcast TV world and is likely to be seen as validation of the content strategy of the online video giant.
In the past, YouTube breakout hits have in some cases been turned into cable TV series, such as when the popular Annoying Orange online franchise showed up as a Cartoon Network show earlier this year.
Recipe Rehab focuses on healthy cooking and is co-produced by Everyday Health and Trium Entertainment, which launched it in April. The company will now make longer, 30-minute episodes of the show for nearly all stations affiliated with Walt Disney-owned ABC, according to the Journal.
The series will start airing on ABC stations in a mid-morning weekend slot beginning Oct. 6, it said. Financial details of the show deal weren’t disclosed.
Everyday Health told the paper that it will cross-promote its Recipe Rehab shows online and on TV.
Everyday Health CEO Ben Wolin told the Journal that the push into broadcast TV would help the firm “aggregate the biggest audiences possible,” adding that “it is hard for us as a business to be YouTube-only.”
He predicted the firm to get more revenue from product placements and integrations within Recipe Rehab than from advertising sales by ABC. And he estimated that the ABC deal would add “multiple millions of dollars of revenue” for his company.
YouTube has spent more than $150 million in cash on professional content from the likes of the producers of Recipe Rehab to boost its viewership, engagement and advertising revenue.
Separately, Everyday Health said it has acquired online content and branded entertainment firm EQAL, which runs a YouTube-funded channel called “u look haute” and operates web sites for such celebrities as Jennifer Lopez and blue-chip advertisers. Financial terms weren’t disclosed.
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