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now trying out 15-minute programs. \u201cIt\u2019s really an evolving and changing process here,\u201d says Knight.<\/p>\nAs Gusto TV continues to chart its expansion path across the globe, the company is hard at work bolstering the culturally diverse catalog of culinary content it offers to its international subscribers. \u201cWe\u2019re constantly looking at new ways into food stories and doing things slightly different while remaining true to our ethos and cultural values,\u201d says Chris Knight, president and CEO of Gusto Worldwide Media, noting that the company produces 100 percent of the content available on Gusto TV. \u201cRight now, we probably have 30 to 35 different show ideas in various stages of development.\u201d<\/p>\n
Knight adds, \u201cSomebody is always coming into the office and saying, \u2018Hey, how about this? Or how about that?\u2019 It\u2019s a very\u2014pardon the food pun\u2014organic process. We realize how unique this is and how blessed we are to be able to be that nimble.\u201d<\/p>\n
The inherent flexibility in being the sole producer of its own content means that Gusto TV can change its programming lineup up to just a couple of months out. The channel is also able to experiment with different formats; it has 10- and 20-episode seasons, hour-long shows and is now trying out 15-minute programs. \u201cIt\u2019s really an evolving and changing process here,\u201d says Knight.<\/p>\n
Among the series that Gusto TV is currently working on is the aptly titled vegetarian program VegHeadz<\/em>, as well as a show that puts spices front and center and an astrology food show. \u201cThose are three different ways into food stories,\u201d says Knight, adding that while the ongoing pandemic has kept production restricted to studio shoots, the company is aiming to get out on-location again in the spring. \u201cFor us, on-location means around the world. We hope to be able to get out and shoot, particularly in some of the countries where our audiences have grown significantly in the last 20 months while we\u2019ve been in lockdown.\u201d<\/p>\n Canada-based Gusto TV is currently available in 160 countries and on 31 platforms\u2014with much of the platform expansion coming in the last nine months. Counted among its new partners are TCL, AVO TV, Metaxsoft, Netgem TV, Stremium and SelectTV. \u201cThose are relationships that are now beginning to mature, and we\u2019re excited about watching our audiences grow on these new platforms,\u201d says Knight. \u201cThe viewer feedback that we\u2019re getting from the U.K., from Italy, India, people all over the world sending us pictures of their food. Our ambition was always for Gusto to be a global brand, and it\u2019s coming true.\u201d<\/p>\n Knight believes that central to Gusto TV\u2019s global appeal is the diversity of its programming. \u201cI think diversity in our hosts and diversity in the recipes and diversity in the cultures is why our audiences are growing, whether we\u2019re on in Singapore or on in Italy,\u201d he says. From DNA Dinners<\/em> to the high-concept cultural mashup show CombiNation Plates<\/em>, the four-host-strong Up the Dish<\/em> to One Big Recipe<\/em>, Gusto TV\u2019s catalog is globally resonant. And no small part of the content\u2019s reach is due to the shows\u2019 engaging hosts\u2014for which the job of finding them has become a full-time position at the company.<\/p>\n \u201cWe\u2019re constantly getting people now coming to us and looking for opportunities to be a host,\u201d says Knight. \u201cAs you can imagine, it takes a person full-time managing and interviewing, doing Zoom calls and setting up auditions and stuff. We\u2019re always on the lookout for new talent and people who can help make emotional connections through food.\u201d<\/p>\n Gusto TV has no intention of slowing its growth, with a significant reserve of content and new shows perpetually heading into production. \u201cWhether you\u2019re streaming or whether you\u2019re an old-school conventional broadcaster, your refresh rate is tremendously important,\u201d notes Knight. \u201cBecause we make all the content ourselves, we\u2019re constantly refreshing the content. That\u2019s super important for engagement with viewers on any platform.\u201d<\/p>\n With viewers going to the Gusto TV website and downloading recipes featured in its shows, the channel sees real-time engagement from subscribers. Supporting the engagement is QR technology that enables Gusto TV to push both recipes and e-commerce directly to viewers as they consume its culinary content from their couches. Gusto TV also has \u201ca revolutionary recipe search engine that is now under patent application in the United States that, once it clears the patent, we will deploy,\u201d says Knight. \u201cIt will change forever the conversation that a content provider will have with viewers through a digital platform.\u201d<\/p>\n \u201cFood has a very special opportunity to [connect with viewers] because people become engaged and they download the recipes, and the conversation starts,\u201d Knight adds. \u201cThe food genre is a very special one when it comes to developing longtail relationships with viewers. It\u2019s a great space to be in.\u201d<\/p>\n Gusto TV has big plans for the new year as it searches for new platform partners to continue its global growth. To support this international expansion, the company is looking to open up offices in the U.S., Europe and Asia\u2014a plan that was put on hold in 2020 amid Covid-19. \u201cWe need more physical presence in our major markets,\u201d says Knight. \u201cWe need to be shooting in those markets. We\u2019re ready. We\u2019re just waiting for the green light to deploy all of this. We have big plans for 2022, assuming it\u2019s safe and we can do it and take care of our people.\u201d<\/p>\n