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TABLE OF CONTENTS:
INTRODUCTION TO CHOW WITH LUCKYRICE

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PROGRAM DESCRIPTION

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PROJECT NARRATIVE

5

ABOUT THE PRODUCE...
CHOW WITH LUCKYRICE:
HAVE YOU EATEN YET?
A CO-PRODUCTION OF LUCKYRICE AND THE CENTER FOR ASIAN AMERICA MEDIA
THE BIG IDEA
...
PROGRAM DESCRIPTION
A 13–part PBS series that explores of Asian culture is rooted in
America through the lens of renegade ...
PROJECT NARRATIVE
TITLE:
LUCKY CHOW
PROGRAM LENGTH:
26 min per episode, 13 episodes for Season 1

REACH: MODERN EPICUREANS...
ABOUT THE PRODUCERS:

ABOUT LUCKYRICE:
LUCKYRICE is a national food festival that explores the culture of
Asia in America ...
ABOUT THE PRODUCERS:
ABOUT PBS
PBS is the Gold Standard
With a more affluent, highly engaged audience, PBS
reputation for q...
PROGRAM GUIDE:

Episode 1
LAS VEGAS, On and Off The Strip

Episode 2
LOS ANGELES: Chinese New Year
Dumplings with Lisa Lin...
PROGRAM GUIDE:

Episode 9
Korean American Adoptees: Kristen
Kish, Danny Bowien, Edward Lee

Episode 10
WASHINGTON DC,
The ...
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Transcript of "Chow overview"

  1. 1. TABLE OF CONTENTS: INTRODUCTION TO CHOW WITH LUCKYRICE 3 PROGRAM DESCRIPTION 4 PROJECT NARRATIVE 5 ABOUT THE PRODUCERS 6 PROGRAM GUIDE | THIRTEEN EPISODES 7 For more information, please visit www.luckyrice.com | contact: Danielle@luckyrice.com CHOW
  2. 2. CHOW WITH LUCKYRICE: HAVE YOU EATEN YET? A CO-PRODUCTION OF LUCKYRICE AND THE CENTER FOR ASIAN AMERICA MEDIA THE BIG IDEA HAVE YOU EATEN YET? As the popularity of Asian food in the US skyrockets to a feverish pitch, Asian chefs are amongst the new culinary rock stars who have led the revolution. In our 13-part halfhour series for national public television, CHOW, we’ll crisscross the country to hang out with these iconic personalities, stroll their local markets and eat at their favorite spots as well as cook and celebrate with family and friends—theirs and ours-in our exploration of why we’re all so hungry for Asian chow now. IF WE ARE WHAT WE EAT, THEN WE’RE ALL PART-ASIAN. In a way, Asian food has been mainstream in America for quite some time. Led by the grandfathers of Asian cooking – from Martin Yan of Yan Can Cook to Iron Chef Morimoto, the reigning triumvirate of Chinese-Japanese-Thai $4.99 takeout meals has spurned a massive following amongst college students, home cooks and office workers alike. Consider New York Jews and their Sunday suppers with the mandatory General Tso’s chicken, or the ubiquity of California rolls across supermarkets from coast to coast. Spearheaded by a new generation of chefs – both Asian and otherwise – chefs like David Chang, Andy Ricker and Danny Bowien are going down in the history books for changing culinary culture. Across the country, we are seeing unprecedented interest in consuming Asian culture – through fashion, film, art and design – but most obsessively through the appetizing lens of food. In 2013, however, something bold and even revolutionary is taking place where food, and Asian food in particular, has become our cultural currency, our conduit to exploration and self-expression. This isn’t some foodie craze (though Food Network says that the majority of Americans define themselves as “foodies”). Just take a look at who’s standing in line – hipsters, nerd, tourists, locals … in other words, just about everybody, including you and me. There’s social currency in knowing where to eat, what to eat, and how to eat. CHOW
  3. 3. PROGRAM DESCRIPTION A 13–part PBS series that explores of Asian culture is rooted in America through the lens of renegade chefs, both Asian and nonAsian, who we meet from coast to coast. In season one, we’ll travel from Las Vegas’ pulsating strip to Houston’s strip malls; we’ll traverse California, cruising through the urban sprawl of the 626 and the rice paddies of Central California as we make our way to the culinary innovation of San Francisco’s brightest. We’ll take you all of a mile from Manhattan to Brooklyn as well as from Korea to Alabama, to see how Asian food culture has imprinted itself into America. EACH EPISODE WILL EXPLORE 4 OVERARCHING THEMES: CHEFS: We find the personalities – from certified celebrity chefs to rogue male models and house painters turned Asian food missionaries by serendipity. These dudes have charisma, stories and –oh yeah-- talent. COOKING: We will prepare a dish that is inspired by our journey. We’ll share recipes, laughs, cooking tips and techniques (how do you use a mortar and pestle? How do you “season” a wok?) Then together, we’ll sit down and eat. Why is food is so integral to life’s most memorable experiences? We’ll cook with their grandmas (and we’ll learn a lot about the heart, soul and guts of Asian food). CULINARY STORIES: This is the heart of the series. What we eat = who we are. Food is cultural expression; it is an appetizing means of delving into identity politics. We’ll also explore Asian festivities and tradition such as “lucky” foods for the Chinese new year, Thai songkram, mid-autumn moon festival and other celebrations where food and family are at the forefront. Food is the arc that unites people so let’s sit down for a meal together. TRAVELOGUE: As we will travel across America to tell stories of food culture, we’ll chow down in the heavily Asian populated west coast to New York’s hipster Asian spots to Southern folklore. What are “must-eat” spots in each of these cities? Let’s check out the Chinatowns. We’ll visit the rice paddies in California where the majority of Japan’s domestic rice consumption comes from these days as well as the late night Great Noodletown joints where the chefs unwind “after hours”. CHOW
  4. 4. PROJECT NARRATIVE TITLE: LUCKY CHOW PROGRAM LENGTH: 26 min per episode, 13 episodes for Season 1 REACH: MODERN EPICUREANS The 29.5 million Americans who are emotionally involved with food, and hungry to travel and explore culture through the lens of food and drink. EXECUTIVE PRODUCERS: EXECUTIVE PRODUCER AND CREATOR: Danielle Chang, LUCKYRICE 85% projected U.S. TV Household Coverage EXECUTIVE PRODUCER: Donald Young, CAAM (Center for Asian American Media) Primary Demographics: Adults aged 25-54 with a HHI of $85K+ EXECUTIVE PRODUCER, PRODUCER, DIRECTOR: Bruce Seidel, Hot Lemon Productions GENRE: Travelogue, chefs, cooking, cultural exploration PRODUCERS: CAAM and LUCKYRICE TIMELINE: Research & Development (September 2013 - November 2013) Production (November 2013 – March 2014) Post-Production (March 2014 – June 2014) Series PBS Launch (Fall 2014 - Spring 2015) DISTRIBUTION: APT (American Public Television) for national PBS distribution 1.0 average Household rating (original broadcast release) Projected 5,000,000+ total viewers (through multiple releases) UNDERWRITING BENEFITS: ON-AIR Two : 15 sponsor messages (open and close) per episode, for a total of 26 spots for the season 4 releases over 3 years, with flexible sponsor message options during term OFF-AIR Online—Sponsor presence and hyperlink on program website, and bonus videos deployed on YouTube DVD Branding— Sponsor logo on packaging, message on DVD with possible in-packaging recognitions, and copies available for client distribution Advertising/Press—Recognition in all national and local series-support advertising with press kits distributed to national and local media outlets
  5. 5. ABOUT THE PRODUCERS: ABOUT LUCKYRICE: LUCKYRICE is a national food festival that explores the culture of Asia in America through the lens of food. Since we launched in New York 4 years ago, we have brought on a culinary council which includes Asian chef legends like Morimoto, Susur Lee, David Chang and Anita Lo as well as non-Asian masters such as Jean-Georges Vongerichten, Daniel Boulud and Eric Ripert who have collectively contributed to defining Asian culinary culture in the US. We produce annual festivals that travel to NY, SF, LA, Vegas and Miami and work with hundreds of chefs in our quest for finding the ultimate expression of what Asian culinary culture means today. We reach 10,000 ticketed consumers per year and generate over half a billion media impressions annually from the New York Times to the Wall Street Journal to numerous food, entertainment and lifestyle media. ABOUT THE CENTER FOR ASIAN AMERICAN MEDIA (CAAM) Since 1980, Center for Asian American Media (CAAM) has been the leading producer and distributor of Asian American programming to PBS. To date, CAAM has presented over 200 hours of national programs to public broadcasting, including Academy Award winners “Days of Waiting” and “Visas and Virtue”. Most recently, CAAM premiered its critically-acclaimed “Jake Shimabukuro: Life on Four Strings”, a prime-time documentary on ukulele virtuoso Jake Shimabukuro for National PBS. ABOUT DANIELLE CHANG, HOST: Danielle is the founder of the LUCKYRICE Festival, a nationwide showcase of Asian food culture in the US. For CHOW, she has put together both iconic and rising star chefs to showcase the unprecedented interest in Asian culinary culture today – and the stories behind why our tastebuds are gravitating East. Born in Taipei, Danielle learned from an early age that food + family = recipe for happiness. She learned how to make zongzi from her 98 year old Shanghai grandmother, grew up eating chicken feet in Houston when Asian food (and Asians) were a novelty, then moved to the Bay Area for high school where NOT being Asian was a novelty. She now resides with her husband and two daughters in Manhattan, where the highlight of her week is hosting Sunday dinner parties for family and friends. ABOUT BRUCE SEIDEL, PRODUCER + EDITOR Bruce Seidel was most recently the CEO of Electus’ new food-centric YouTube channel. Before joining Electus, Seidel held the position of Senior Vice President of Programming for Cooking Channel where he was responsible for leading program development, acquisitions, production and scheduling for the newest Scripps Networks Interactive network. Prior to his work at Cooking Channel, Seidel held the title of Senior Vice President of Program Planning and Special Productions at The Food Network where he developed and oversaw some of Food Network’s top-rated programs, including The Next Food Network Star, Worst Cooks In America, Iron Chef America and The Next Iron Chef. Seidel began his career at the William Morris Agency as an agent trainee in the television division, and then in development at HBO. He later went on to work at Animal Planet where he built co-productions with the BBC and oversaw program scheduling. He was also with Discovery Communications where he served in the development and co-production areas for Discovery Channel Worldwide. CHOW
  6. 6. ABOUT THE PRODUCERS: ABOUT PBS PBS is the Gold Standard With a more affluent, highly engaged audience, PBS reputation for quality programming has made it one of America’s most trusted media institutions. A recent PBS Image Study noted that the majority of PBS viewers... …said that PBS sets the standard of quality for television …believe that companies that fund PBS have a commitment to quality and excellence …agree that underwriters are usually industry leaders …are more likely to choose to buy a product from a company that supports PBS, all other things being equal More than 65 million people in 40 million households watch public television either on-air or online during an average week. The majority of American households (55%) – nearly 109 million people – watch over-the-air public television at least once a month. PBS captures a more educated and more affluent audience than the US population as a whole. CHOW
  7. 7. PROGRAM GUIDE: Episode 1 LAS VEGAS, On and Off The Strip Episode 2 LOS ANGELES: Chinese New Year Dumplings with Lisa Ling Episode 3 LOS ANGELES 626: The Cult of the Urban Suburban Episode 4: SAN FRANCISCO: The Small Town with the Big Food Credentials Episode 5 BAY AREA: From the Farmlands to the Heartland of Silicon Valley Episode 6 MIAMI: Chino Latino Fusion Episode 7 HOUSTON: Hipster Asian Converges with Immigrant Chinatown Episode 8 Big Box Asian: “Americanized Oriental” CHOW
  8. 8. PROGRAM GUIDE: Episode 9 Korean American Adoptees: Kristen Kish, Danny Bowien, Edward Lee Episode 10 WASHINGTON DC, The Nation’s Capitol Episode 12 NEW YORK / The Cult of Ramen Episode 13 NEW YORK: Late Night in the “City that Never Sleeps” Episode 11 NEW YORK- Innovation and Entrepreneurs CHOW
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