Jamie Oliver's new British food reality competition will offer the winner a cookbook deal

London Eater

The Great Cookbook Challenge with Jamie Oliver, premiering on Channel 4 on Jan. 31, aims to "demystify" an industry frequently criticized for its narrowness of scope and reliance on existing networks," according to Louise Moore of Oliver’s longstanding publisher Penguin Michael Joseph. "Cookery is no different, or more or less diverse, than any other publishing genre as far as I understand it," Moore tells Bookseller. "I think it is a more familiar and comfortable creative process to the great British public than other genres though, and also one of the few that lends itself to TV."