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Jamie Oliver hosts live masterclass via the web

This meal requires pomodorino tomatoes, olive oil and one laptop. Jamie Oliver will host a live cookery webcast from his kitchen as celebrity chefs begin to migrate from television to the web.

The healthy eating campaigner is urging the nation to “cook along with Jamie” in an online broadcast which could see the star eventually bypassing television altogether.

Oliver will demonstrate how to cook an entire three-course meal from scratch during the 45-minute webcast beamed from his Essex home.

“Viewers” will be able to text and e-mail a wired-up Oliver and he will answer questions about the dishes being prepared during the live masterclass.

The show, at 7pm on Thursday, which is designated Home Cooking Day, will compete against EastEnders, but and can only be viewed through a website operated by AOL, the Internet giant.

Although the Oliver webcast is free, the biggest names will soon be able to distribute programmes directly to fans over the net on a pay-per-view basis.

Oliver’s webcast is produced by his own company, Fresh One Productions. He promises that it will have the same production values as his television shows and AOL has invested £250,000 in the broadcast.

Oliver is also launching a series of free podcasts, available through his own site and iTunes, in which he gives advice on Italian cooking and wine selection while friends drop in to the kitchen.

A spokesman for Oliver said that he was always seeking new technological avenues to convey his healthy-eating message to the public.

He added that Oliver was still under exclusive contract to Channel 4 for new television programmes.

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