Digital Talk: MasterChef magazine iPad app
Feast, News Magazines has launched a MasterChef Magazine iPad app, though no mention yet of a protective cover for food splattering happenings in kitchens nationwide.
"This iPad app will build on the unprecedented success of MasterChef Magazine, which is the most successful magazine title to launch in Australia over the past decade," said News Magazines group publisher, food titles, Fiona Nilsson in a statement. "It celebrates the joy of cooking and demystifies the recipes featured in the television series, equipping fans with all the tools and knowledge they need to become a MasterChef at home."
The new app, which follows on from News Magazines' April Super Food Ideas iPad app launch and will retail at $2.99 for the August issue, will feature all the recipes, contestants and celebrity chef features that appear in the magazine, with the addition of exclusive behind-the-scenes video clips, cooking demonstrations, chef tips, tricks and audio grabs, and interactive tools to make cooking more fun and achievable. It will also offer a ‘Cook Mode’ with step-by-step, easy-to-follow cooking instructions.
Tthough MasterChef magazine's March readership results indicated a slight drop off, the MasterChef effect on Australia's media landscape is pervasive, with the show taking to New York as well as hosting special guest the Dalai Lama in an effort to maintain is street credibility and pop-culture currency.
Unmasking the "dark side" of the show for The Sydney Morning Herald, Paul Sheehan writes, "In a highly segmented media age, MasterChef Australia has averaged 2 million viewers a night, five nights a week, for the past 11 weeks. There is also a sixth show on Fridays where no one gets hurt and the ratings are thus lower. Last year, 5.74 million viewers tuned in to watch the season finale."
News Magazines, which also presides over food portal Taste.com.au and its popular apps, currently commands a gluttonous 73% share of the Australian food magazine market. In the foodie realm, the Epicurious app recently ranked as one of Mashable's Top 10 apps for the new iPad owner.
Girl With a Satchel