Tsai-ched
Posted by Chewy on Thursday, March 29th, 2007
Like a lot of other avid cooks and eaters, I’ve gotten over The Food Network. I don’t think I need to explain why because Anthony Bourdain already did an excellent job doing that. One thing he didn’t mention is that at some point after watching X amount of hours of the current Food Network programming, people like me, and probably you, plateau and stop learning new things. There are only so many basic tips and techniques they choose to share. And then they share the same ones again and again. I know that there is much more to learn about various ingredients, cooking techniques and various cuisines. So I was excited to find my new favorite cooking show: Simply Ming, which you catch on public television.
What makes Ming Tsai a good host in my eyes? He’s got all the basics down: He’s good on camera, explains all of his steps and ingredients, and makes simple, easy, cheap food. And I’m learning the techniques of a cuisine that I’m not familiar with cooking. What makes him an excellent host? He’s genuine. Like Ina Garten genuine. He comes across like he’s a nice dude - the kinda guy that if you stopped him in the street, he’d be more than happy to take a photo with you and wouldn’t mind if you gave him a hug. Think a less arrogant version of any male on The Food Network (save for Michael Chiarello and maybe Alton Brown). Best of all, he doesn’t use hackneyed phrases like “off the hook” or have any annoying personality quirks like mispronouncing the word “spatula”. Ming is a huge departure from the over-acted, insincere tasting of tiny bites that Giada and Rachael Ray take: Close or roll your eyes, moan and put the stress on each word of, “MMM. THIS IS. SOOOOO. GOOD. MMM. SERIOUSLY, YOU GUYS.” As hilariously shown here.
Each episode, Ming focuses on one ingredient. In one episode I caught, the theme was ginger syrup (a ginger flavored simple syrup). He made ginger beef and leeks (which took about five minutes to actually cook - in your face, Ray Ray) , blue ginger gimlet, ginger-limeade, glazed chicken thighs with carrots, and a chilled shrimp and cucumber salad with a ginger vinaigrette. AND he did a segment where he went to China and interviewed his adorable parents about food. All that in one episode! How efficient! Can YOU cook a three course meal AND compose two different cocktails AND fly to China and back within thirty minutes?! I don’t think so! Face!
Ming used to be on The Food Network. I guess he didn’t pull in enough viewers because there’s not enough Italian or Southern flavors in his cooking. I don’t know why ethnic foods scare the majority of Food Network viewers. Please leave comments with your thoughts on why.
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Discussion: 
The reason the Food Network opts for the hosts that it does has a lot to do with availability of ingredients. In a place like NYC where every nationality is represented there’s a way to find any ingredient you need from chicken feet to sheep eyes. The same cannot be said about middle america. When I was in Kansas over Thanksgiving, it was remarkably easy to find “Food Network ingredients”. Anything off the beaten path, good luck. People tend to forget that NYC is a small bubble that exists independently from the rest of the United States. Based on viewership and revenue, the Food Network is hitting a home run with it’s intended demographic. New Yorkers, typically, are not the demographic targeted by Food Network’s marketing and programming departments, because even in NYC, where you’ll find a higher percentage of “foodies” and people willing and eager to try new and interesting food, the number that prefer to simply eat out far outweighs the number that are willing to cook for themselves. NYC is probably the only place in the world (that I can think of) where people consider an oven extra storage. In the wise words of one Katt Williams, the Food Network “wa’n talkin’ ta you anyway.”
Comment written by Joe on 4:19 pm on the 29th of March, 2007
But they have Chinese food everywhere in America. I assume I can find a steak, some leeks and some ginger in almost any sizable town in the midwest. Am I wrong?
Plus with the internets, there is mail order everything. You can get Omaha lobster tails delivered to your door on Rural Route Nine. I even found frozen sushi on Amazon.
Also, how many people actually use the Food Network as a learning tool? I mean, do we know what percentage of people actually use the recipes from it and what percentage of people just watch it and don’t actually cook (i.e. most college stoners)?
Comment written by Chewy on 4:39 pm on the 29th of March, 2007
A couple points:
1) Your typical midwesterner won’t pay for internet shipping for food. If they don’t have it at the supermarket they don’t need it. New Yorkers with money to burn are likely to order food over the internet, again, NYC isn’t reflective of America. We’re spoiled and it shows.
2) There is “Chinese” food all over the place. How many times have we ordered anything from Mei Jia that has leeks or ginger in it? To most Americans Chinese is Lo Mein or Sesame Chicken, not beef suteed with ginger and leeks.
3) I don’t know who watches the Food Network and why, I’m just pointing out that the percentage of Food Network viewers that is represented by NYC residents is probably under 5%.
Comment written by Joe on 10:23 am on the 30th of March, 2007
I think you are underestimating midwesterners: They don’t all live in the sticks with a population of two hundred and they all don’t have to go The Piggly Wiggly that has wood paneled walls. They have their Wegmans equivalent out there. And don’t forget Wal-Mart. Wal-mart even sells “organic” (I use the quotes because their quality has come into question lately). I don’t know who is buying Omaha Steaks and frozen sushi then because New Yorkers can get better quality and fresher and cheaper.
Yes, New York City folk are spoiled. No one can argue that. Yes, we have more available to us and I can go to Chinatown and buy a whole fish for $2 and an avocado in the middle of Winter for $1. But that doesn’t answer my initial questions:
1.) Why doesn’t Food Network have more ethnic cuisines? They have Italian cooking. And I assume it’s easier to find a leek than pancetta in Bowling Green, Ohio. Also, they had both a French and Latino cook in the last season of The Next Food Network Star, so it’s not like the people there aren’t considering it. Unless they just put those two ladies on for diversity - which wouldn’t surprise me. I really do think it comes to some people being intimidated instead of not having the resources. Like, why don’t you cook Chinese at home?
2.) Why don’t they think their viewers will grow with the network? Why don’t they have a more advanced cooking show? You don’t need fancy ingredients to be a gourmet (like Jamie Oliver). You don’t think there are people in fly-over country who are yearning to learn more? Am I overestimating everyone who doesn’t live on either coast?
Comment written by Chewy on 11:11 am on the 30th of March, 2007
Because, as a TV station, they have to make as much money as possible on every show they put on the air. They’ve moved away from cooking shows almost altogether now and have gone for the ‘foodertainment’ type broadcast.
Comment written by Matt on 11:42 am on the 30th of March, 2007
I hate those “Food Network Challenges” so much! I’m shaking my fist at them.
Comment written by Chewy on 11:46 am on the 30th of March, 2007
As a midwesterner, i feel obligated to weigh in here but i dont have time right now. stay tuned for when i use my typical, working class Kansas relatives as case in point
Comment written by Danielle on 11:50 am on the 30th of March, 2007