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J SAINSBURY and Carlton Communications have agreed terms for the creation of a ‘tasty’ new food and drink channel.
The Taste Network, Britain’s first television and Internet food and drink channel, is a 50:50 joint venture that brings together the Carlton Food Network television channel, Carlton’s SimplyFood website, and Sainsbury’s food and drink ‘tasteforlife’ website. Set for a Spring 2000 launch, the new channel will see around 40 staff transfer in from Sainsbury and Carlton.
Anthony Ellis has been appointed Chief Executive of the new company; he was previously Managing Director of Clever Media, a WPP Group company.
Ellis said: “Taste Network represents a unique partnership, bringing the very best brands together in television, web, food and drink. We will be merging Carlton’s strength in multimedia entertainment with Sainsbury’s unrivalled food and drink knowledge.”
Gerry Murphy, Chief Executive of Carlton, said: “Together we will create the definitive interactive food and drink television channel and website. Carlton has content, production and interactive expertise, while Sainsbury’s has a nationwide retail presence, a strong e-tail business and distribution and fulfilment experience.”
Taste Network will enable viewers to watch their favourite cooking shows, download the latest recipes, check out new restaurants and order food and drink on television and the Internet.

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