Si King, who spent more than two decades presenting The Hairy Bikers with the late Dave Myers, has launched a YouTube channel for original food and travel content.
Si King Official will feature recipes, travel films and conversations with people King meets on the road. The channel gives him a direct outlet for new work alongside his TV projects. His first solo cookbook, Proper Home Cooking, is due on October 8.
Aurora, part of Banijay Entertainment, is working with Magnetic North Productions, a new independent producer based in the North East of England, on the launch.
King said: “This channel is for anyone who loves great food and is up for an adventure – wherever they’re watching. It’s brilliant to be able to put time and energy into things I’m genuinely passionate about, and this feels like exactly that.”
Sarah Stevenson, director of development at Aurora, said: “Brands are already lining up to work directly with Si on his channel, proof of the market shift, and proof that talent owning their own space matters more than ever.”
François Gandolfi, co-director of Magnetic North Productions, said: “We’ve built a strong slate of original films for launch, but the ambition goes much further than that. Aurora brings valuable digital expertise as we develop the channel, commercial partnerships and new opportunities around it.”
Magnetic North said the channel forms part of its wider plans to develop digital and broadcast projects, including brand partnerships.
