Michael Smith isn't satisfied with being one of the biggest names in food television. He wants you to watch him online too. This month, he launched a newly revamped website featuring a weekly series called Food Country. The webisodes follow the tall, lanky chef around his home province of Prince Edward Island, from a family potato farm to his own kitchen, where he prepares meals of local ingredients.
1. Why would an established television star go to work on a Web project that doesn't pay anything?
The world is moving to the Web. Even Food Network is placing a lot of emphasis on its website these days. The world is changing and this was an opportunity to jump in and see what it's like online.
2. How is shooting for online different? What freedoms have you been enjoying with the making of Food Country ?
I respect the intricacy of my Food Network productions, I'm very proud of what my team and I have achieved through that process, but I've also enjoyed the free-wheeling approach that I'm able to take with the Web series. I'm producing for the first time, so there's been a bit of a learning curve, but doing the whole thing myself from start to finish has taught me so much.
3. Do you think television is becoming a dinosaur?
It is definitely evolving and a lot of the reasons it's changing is because of advertising. The advertisers know that we're not watching commercials any more with PVR and TiVo. If I want to watch a show, I'm not going to wait until Thursday night at 8 p.m. and then sit through the commercials - that's just antiquated.
4. What do you watch online?
I hired my director, Adam Perry, based solely on the fact that I loved a low-budget video (vimeo.com/7895128) he shot that looks like a million bucks. It was for a local Island band named Raccoon Bandit; in fact, it's up for an East Coast Music Award.
I'm a huge fan of Gary Vaynerchuk and his Wine Library website (tv.winelibrary.com). He has proven that in-the-moment content trumps high production values.
5. What is your advice to all those people who would love to have their own cooking show?
Going online is a great way to get started, especially with getting experience in front of a camera. Something has shifted in videos online; content is king. We're watching a lot of grainy videos and no one's complaining. That being said, we have shot Food Country in HD because the Internet is slowly moving toward higher production values. But if you're just getting started, remember that the Web is a meritocracy: If you've got a great idea, it doesn't really matter how it's shot, just capture it on your iPhone and send it out.
This interview has been condensed and edited.
Special to The Globe and Mail