Eating in is the new dining out: The Her Report Boomer Survey
New pre-dinner programming block features Everyday Food from
Martha Stewart Living and Rachel Allen: Bake!
TORONTO, April 23 /CNW/ - This May, Corus Entertainment's VIVA, Canada's
only television destination dedicated to Boomer women, launches VIVA Cuisine,
a new, daily programming block devoted to all things food-related. Beginning
Saturday, May 2, and airing just in time for dinner, Monday to Sunday,
starting at 4 p.m. ET, VIVA Cuisine's eclectic menu of programs aims to
satisfy women's hunger for life and learning.
Findings from The Corus Her Report, Corus Entertainment's proprietary
online panel, indicate that 90% of women are interested in food and cooking,
as well as enthusiastic about expanding their culinary skills. The new survey
also found that over 75% of Boomer women view food and cooking as pleasures,
with almost five out of seven dinners each week cooked at home. With those
results in mind, VIVA Cuisine serves up new programming including Everyday
Food, based on the popular magazine from Martha Stewart Living; and Rachel
Allen: Bake!, starring the famed Irish chef and author. Also joining the block
will be the classic series Nigella Bites, which brings Nigella Lawson's
sensual combination of comfort, food and passion to the afternoon.
"The Corus Her Report study results confirm that dining in, is in, with
findings indicating that women are cooking at home because of the economy and
because nutrition matters to them," said Shelley Findlay, Vice President,
Marketing, Women's Specialty Television, Corus Entertainment.
Over 40% of women rated home cooking as more important these days due to
the economic climate. As well, 80% of respondents said that maintaining a
healthy lifestyle, including healthy cooking, was a priority for them.
"Home cooking gives them pleasure and control - over their costs and what
they are consuming," added Shelley Findlay. "VIVA Cuisine not only provides
our audience with the visual pleasure of watching food shows, the content also
feeds women's need for practical information about food and cooking for the
Currently in production and joining the VIVA Cuisine block later this
year is Canadian chef Christine Cushing's Fearless in the Kitchen, a series
where she helps hopeless cooks become more comfortable stove-side; Healthy
Gourmet, helping home cooks create nutritious and tasty meals that can feed a
crowd; and Chef Worthy, a new competition series from the makers of W
Network's Love it or List It.
Highlights from the new VIVA Cuisine block include:
From the pages of Martha Stewart's Everyday Food magazine, this series
offers helpful tips and quick recipes fit for the everyday cook, from suppers
to one-pot wonders to comfort food. Everyday Food has a recipe for everyone,
beginning Saturday, May 2 at 4 p.m., and airing every Monday - Sunday at 4
RACHEL ALLEN: BAKE!
Described by the BBC as the "Irish Cooking Queen", Rachel Allen teaches
the essential skills required to bake delicious treats and visits the star
pâtissiers whose creations go beyond mouth-watering. Rachel Allen: Bake!
premieres on Saturday, May 2 at 5 p.m. and airs every Saturday and Sunday at 5
Domestic goddess Nigella Lawson invites viewers into her kitchen to learn
how easy and sensual a good meal can be, accompanied by practical tips and
fuss-free principles. Nigella Bites premieres Saturday, May 2 at 4:30 p.m.,
and airs every Monday - Sunday at 4:30 p.m.
The Corus Her Report study on food and cooking is based on a sample of
575 women 35 - 64 from across English Canada. Interviews were conducted April
1 - 6, 2009.
Available in five million households, VIVA is the television destination
for women 35-64 who want entertainment that celebrates, inspires and guides
them. With a focus on intelligent dramas, critically acclaimed films and
contemporary lifestyle programming, VIVA is for women with an enthusiasm for
growth, learning and a passion for newfound interests. Visit the VIVA website
VIVA is owned by Corus Entertainment Inc., a Canadian-based media and
entertainment company. Corus is a market leader in specialty television and
radio with additional assets in pay television, advertising services,
television broadcasting, children's book publishing and children's animation.
The company's multimedia entertainment brands include YTV, Treehouse, W
Network, CosmoTV, VIVA, Movie Central, HBO Canada, Nelvana, Kids Can Press and
radio stations including CKNW, CKOI and Q107. Corus creates engaging branded
entertainment experiences for its audiences across multiple platforms. A
publicly traded company, Corus is listed on the Toronto (CJR.B) and New York
(CJR) exchanges. Experience Corus on the web at www.corusent.com.
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For further information:
For further information: screeners or interview requests, please
contact: Sally Tindal, Corus Entertainment, (416) 530-5121,
email@example.com; Lindsay Sutcliffe, Corus Entertainment, (416)