Cooking up new business

Photo: The Canadian Press

Chef Massimo Capra is seen in this undated handout photo.

Corus Entertainment and Twitter Canada have cooked up a new social media format that will dish out a weekly series of eight, pre-recorded episodes featuring a variety of Food Network chefs preparing a wide range of meals for foodies.

The #destinationdishes series of five-minute episodes on @FoodNetworkCA is sponsored by Canadian Imperial Bank of Commerce's CIBC Aventura travel-oriented credit card.

Representatives of Corus and Twitter Canada see the series as the first of several new collaborations that will provide customized sponsored TV-quality programming to the social media platform.

They say they'll be closely monitoring how the series performs with audiences but they won't be selling that information to third parties or collecting personal data about individual followers.

One feature of #destinationdishes that the producers consider a key feature will be the ability of @FoodNetworkCA Twitter followers to vote on what destination will be featured in the next episode.

The first poll opens March 7 and the first pre-recorded episode will be out on March 11 at 4 p.m. ET.