Cooking and home décor aren’t just yuppie passions, says Bitchin’ Lifestyle, a Montreal-based web TV company owned by B360 Media that works an edgy attitude into its programs. Now, its banner production, Bitchin’ Kitchen, has been picked up by the Food Network and will air as a half-hour series in 2010. Two new programs, Rock This House and Jet Net, are also slated to launch on BitchinLifestyle.tv in late 2009/ early 2010.
‘We’re targeting a new generation of lifestyle aficionados who aren’t interested in changing their walls beige and buying fake dark wood furniture, sushi restaurant 2002,’ Bitchin’ Kitchen host and co-creator Nadia Giosia tells MiC. ‘We’re bringing new attitude to that space.’
Bitchin’ Lifestyle, which was recently awarded Best Canadian Emerging Digital Brand at the NextMedia interactive awards in Banff, works with sponsors like Elmira Stove Works, who provide appliances on the Bitchin’ Kitchen set. It also incorporates sponsors into content, like a recent show that worked in Saeco and BMW Designworks’ coffeemaker, or an upcoming series supported by Vitamin Water that will work the benefits of vitamins into the show, explains Joshua Dorsey, exec producer, B360 Media.
A hard attitude and comedic slant (best breakup brunch, one-night-stand breakfast) sets this cooking show apart from the rest, attracting the 18-to-35 demo, says Giosia. And the same ‘tude will apply for the new programs. Rock This House is set in a Montreal 4,000-sq-foot plumbers’ warehouse that will be turned into a three-storey loft living space. Jet Net is a ‘trends, travel and trouble’ show also hosted by the riveting Giosia.
‘We don’t want to know what the poshest club is in LA, we want to know where the cutest guys are that actually have jobs. We just take a different attitude,’ she says.
