Scripps Networks' lifestyle cable network and Web site The Food Network Canada has launched a recipe application for BlackBerry smartphones, letting users connect with their favorite hosts, recipes and shows, and have access to meal ideas on the go.

Users of the new application can take advantage of celebrity inspired meal ideas from Chefs Michael Smith, Anna Olson and Chuck Hughes. They can search and download recipes from within Food Network's library and save them directly to their BlackBerry smartphones.

"The strategy was to fulfill a practical and rational need in the market," said Paul Burns, vice president of digital at Canwest Broadcasting, Toronto, Canada. "Food network is a brand that is all about passion for food and saw that its job is to provide a tool that enables people to engage and create food."

Food Network also provides users with a "recipe of the day" feature that sends them a new appetizing recipe every day of the week.

Users with video capabilities on their handset can also enjoy how-to videos of tips, techniques and recipes from some of their favorite Food Network chefs.

Food Network's promotional efforts around the launch of the application include on-air commercials on Food Network, online banner advertisements at http://www.foodtv.ca, and print advertisements in Canwest newspapers.

Online efforts include promotion in the http://www.foodtv.ca newsletter which reaches over 225,000 Canadians.

The Food Network has also developed a promotional page touting features of the application, helping users discover all the benefits of keeping up to date with their favorite Food Network personalities and promoting access to the best recipes and tips.

Food Networks social media pages including Facebook, My Space and Twitter are abuzz with news of the new application.

This isn't the first time that Food Network has launched an application.

Last year, right in time for Thanks Giving, the company launched a mobile application called Food Network Everyday Chef.

Consumers were able to subscribe to the application to get recipes and meal ideas from the famed Food Network, which is distributed to more than 98 million United States households and averages more than 9 million unique users monthly at its Web site.

That application wasn't ad-supported, while the BlackBerry app that just launched is ad-supported.

"The free app is ad supported and launches with RIM as the charter advertiser," Mr. Burns said. "There will be display ads and pre roll video ads and actual content integration so food brands can integrate their brand into the actual content of the app."