Electus, Shine shape YouTube nets

A former Cooking Channel exec has joined US multimedia studio Electus to lead its upcoming cuisine-themed YouTube channel, while News Corp’s Shine and IGN debut their new YouTube net today.

Bruce Seidel has been appointed CEO of the as yet unnamed Electus YouTube offering, one of 100 channels announced at the end of last year as part of the online video giant’s efforts to up its pro content credentials.

Seidel joined Electus last week and comes with 15 years experience of creating and scheduling programming for leading food television networks, including Food Network, Cooking Channel and Animal Planet. He will report to Electus chief operating officer and head of digital Drew Buckley.

The channel will launch in July and is being devised together with Creative Artists Agency and culinary website Urbanspoon.

Meanwhile, Shine and IGN Entertainment today debut their own YouTube channel, Start, which was also trailed in November as part of the 100-channel bonanza announcement.

Programming for the games-focused channel comes from Reveille, the company set up by Electus chairman Ben Silverman before it was bought out by Shine.