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BREAKING NEWS & VIEWS
Fast and Simple: MyRecipes.com Launches New Weekly Video SeriesWednesday, September 7, 2011 Got five ingredients? Then you have dinner. That is the simple formula behind a new weekly video series from Time Inc.’s MyRecipes.com. The show  is called “Five and Dine" and is hosted by former finalist on “The Next Food Network Star” reality show Adrien Sharp. The four-minute episodes pull together five common ingredients to make quick and healthy meals. The shows will also feature cooking tips and tricks from the pros. The first set of three episodes have focused on Chicken Tortilla Pie, Maple Grilled Salmon and Balsamic Roasted Asparagus. The launch sponsor for the series is General Mills and its Pillsbury brands of rolls and pizza dough. The sponsorship will extend through September and October, MyRecipes.com tells minonline. The videos are but the core of multimedia content around the five-ingredient theme. Along with the series, MyRecipes.com has recipes and slideshows involving five elements and simple preparation. New videos will appear weekly but the surrounding content is refreshed daily. MyRecipes.com has been producing an ambitious slate of Web-only video programming. Its daily cooking program, “Dinner Tonight” boasts over 600 episodes. On the weekly calendar, the site produces “5 to Try,” “Marty Knows Parties” and “Weeknight Wines." Each of the series has a dedicated host or hostess. The site pushes its programming in a MyRecipes TV area above the fold. MyRecipes.com combines its own video programming with food-related content gathered from other members of the Time Inc. Lifestyle Group, including sites for Cooking Light, Southern Living, Real Simple, Sunset, Coastal Living, Health and books from the company’s Oxmoor line. According to min’s Digital Box Scores for June 2011, Myrecipes.com served about 3.1 million unique visitors over 30 million page views. MyRecipes says that its metrics for July from comScore show 4.7 million uniques, 58% increase over audience size from a year ago. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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