Microsoft and A+E Networks Asia announced a partnership deal that named Microsoft’s MSN as the Official Website for MasterChef Asia, the Asian edition of the world’s most successful cooking competition. As part of the deal, MSN will serve as MasterChef Asia’s website in eight Asian markets including Hong Kong, India, Indonesia, Malaysia, the Philippines, Singapore, Taiwan and Thailand. Starting today, exclusive MasterChef Asia digital content will be available at msn.com/masterchefasia.
Premiering 3rd September 2015 at 9pm (GMT +8) on Lifetime®,MasterChef Asia will feature aspiring home cooks from China, India, Indonesia, Malaysia, the Philippines, Singapore, Taiwan and Vietnam; alongside a panel of judges that includes Hong Kong-born culinary genius Susur Lee, 3-Michelin-starred French chef Bruno Ménard and Singapore-born Audra Morrice, a MasterChef Australia finalist.
Following the premiere of MasterChef Asia, consumers will be able to view complete episodes at msn.com/masterchefasia one week after the telecast date. In addition, episode highlights, contestant recipes as well as other web-exclusive content such as behind-the-scenes interviews and videos, will be made available on msn.com/masterchefasia on a regular basis.
Since its revamp in October last year, MSN has partnered with over 1,000 of the world’s leading content sources – including The New York Times, The Guardian, The Hindustan Times and The Jakarta Post, among others – bringing the best and most authoritative content sources together in one place. With quality content available across screens, MSN creates a seamless environment for brands to connect with users.
“We are extremely happy to have MSN as MasterChef Asia’s Official Website. The reception for MasterChef has been phenomenal across the globe. MSN users love food and quality content, so it’s a great match. We are very pleased to be offering positive brand association with MasterChef Asia to our trade partners and advertisers with this new deal,” said Ken Chang, Regional Director for Advertising, India, Southeast Asia and Korea, Microsoft. “This latest partnership signifies a big step forward for MSN in Asia and we hope to continue improving on the offerings to provide richer and better experiences for all consumers and partners.”
“MasterChef Asia is our most significant local production to date and is a sign of our commitment to offering quality content to our viewers and creative solutions to our advertisers. We see value in bringing our content to MSN as it allows our advertisers to extend the brand association with MasterChef Asia in the vast digital community,” said Charles Less, Head of Advertising Sales, Asia Pacific, A+E Networks.