Waitrose is making its first foray into the online TV space with the launch of a food-dedicated video hub.
The service, called Waitrose TV, will feature six channels centred on topics including food, drink, health, ethical sourcing, seasonal events, recipes, how-to guides and interviews.
Viewers will have access to exclusive recipes and cooking tips from chefs including Delia Smith and Heston Blumenthal. The service will include click-to-buy features, letting viewers buy ingredients for the recipes they view on the service.
Waitrose is working with Red Bee Media on the service, which will also be available via mobile devices and is due to roll out in the coming months.
The move marks the latest in a string of digital content plays from major supermarkets including Tesco and Sainsbury’s.
Sainsbury’s is gearing up to launch its first video-on-demand (VOD) service later this year and is planning to play a major role in the UK rollout of digital locker initative Ultraviolet (nma.co.uk 3 September 2012).
The digital locker initiative has also been designed to simplify consumers’ ability to access content stored in the cloud at any time, from any device (nma.co.uk 8 December 2011).
Meanwhile Tesco is already a member in the UK and continues to deepen its integration with movie and TV streaming service Blinkbox, in which it acquired a majority (80%) stake last year.
More to follow.