The half-hour weekly show, called " Season by Season," will premiere May 6 and run on PBS affiliates in major metropolitan markets across the US for 22 weeks. It will be hosted by well-known California chef Michael Chiarello of the Tra Vigne restaurant in Napa Valley, who is also regularly featured on the Tavolo web site.
"We see Tavolo and the public television audience as a perfect fit," said Cara Schlanger, vice president of marketing for San Francisco-based Tavalo. "We've used television spots to promote our site before on national cable and on broadcast, but we see the value of this buy as qualitatively different, and not just because of better costs-per-thousand. Running spots was an investment in exposure, but this is an investment in relationship with our audience. Michael is a chef whose warm style and relaxed, contemporary sensibility reflects Tavolo's, and a show with him provides just the right environment to promote our brand."
As the program's exclusive e-commerce partner, Tavolo will feature a " Season by Season" section on the tavolo.com web site that showcases the specialty foods, cook's tools and kitchenware products that complement each show's theme.
"Season by Season" is a production of KQED/San Francisco, a leader in culinary programming for national public television. "We see Michael's show as representing the next generation of quality cooking programming so we really feel Tavolo's sponsorship is a win-win for them and us," said JoAnne Sutro, director of national underwriting for KQED.
"We have a solid audience which is highly committed to shows devoted to the pleasures of cooking and the lifestyle of fine food and home entertaining," Sutro explained, "and it's an audience which, because they're devoted to public television, can't be easily reached through any other television outlet."
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