Lickable Screens and the Future of Flavorful Entertainment: A ‘Willy Wonka’ Dream Come to Life
Imagine sitting at home, watching a gourmet chef prepare a delicate chocolate soufflé on your TV screen—and being able to taste it. It sounds like something straight out of Willy Wonka & the Chocolate Factory, right? In the 1971 film starring Gene Wilder, viewers were enchanted by the idea of lickable wallpaper that tasted like snozzberries and chocolate bars that could be sent through a television screen. Fast forward to today, and that whimsical fantasy is inching toward reality with the development of Taste the TV (TTTV), a prototype lickable television screen created by Japanese professor Homei Miyashita.
As someone who has spent years immersed in the world of broadcast media—particularly as a former committee member of the prestigious James Beard Broadcast Media Awards—I’ve seen firsthand how food television has evolved from simple cooking demonstrations to immersive, sensory-driven storytelling. The idea that we may soon be able to taste what we see on screen is a game-changer for food media, culinary education, and digital marketing.
Taste the TV: The Science Behind the Sensation
The Taste the TV prototype is designed to replicate flavors through a complex system of spray canisters. Here’s how it works:
- A series of 10 flavor canisters mix and spray taste combinations onto a thin, hygienic film.
- The film rolls across the screen, allowing the viewer to lick it and experience the corresponding taste.
- This technology is still experimental, but the goal is to create an interactive, multisensory entertainment experience.
Professor Miyashita, who introduced TTTV in 2021, estimated that a commercial version could be produced for around $875. While this price point is relatively accessible, mainstream adoption will depend on factors like hygiene, taste accuracy, and consumer interest.
The Willy Wonka Connection: Sci-Fi or the Future of Food Media?
The idea of tasting what’s on your screen has long been the stuff of science fiction. But TTTV brings us closer than ever to Wonka’s vision. In the classic film, Willy Wonka’s lickable wallpaper allowed guests to taste flavors simply by running their tongues over the fruit-patterned designs. Later, the movie introduced “Wonkavision,” a technology that could transport a chocolate bar directly through a TV screen.
While we aren’t yet at the stage of physically transmitting food through the airwaves (thankfully, teleporting a soufflé is still just a dream), TTTV suggests that the concept of interactive food entertainment is more than just a cinematic fantasy.
What This Means for the Future of Food Television and Marketing
As a former committee member for the James Beard Broadcast Media Awards, I’ve witnessed how food storytelling has transformed from straightforward instructional cooking shows into high-production-value series that captivate audiences worldwide. The introduction of TTTV could revolutionize how we experience food television and online content.
Potential Applications:
- Culinary Education: Aspiring chefs could taste ingredients and seasonings remotely while watching instructional videos.
- Food Marketing & Advertising: Imagine sampling a new ice cream flavor from a commercial before buying it.
- Virtual Dining & Tourism: Travel shows could offer audiences a taste of global cuisines without leaving their living rooms.
- Gaming & Interactive Entertainment: Food-themed video games could incorporate actual flavor elements, making gameplay more immersive.
Challenges to Widespread Adoption
Despite the excitement, there are significant obstacles to making this technology mainstream:
- Hygiene Concerns: How do you ensure the safety of a shared licking surface?
- Taste Accuracy: Can a blend of 10 flavor sprays truly replicate complex dishes?
- Cultural Acceptance: Will people be comfortable licking their TV screens in the first place?
The Future of Sensory Technology in Media
While TTTV is still in its infancy, it represents a growing trend toward integrating all five senses into digital experiences. Some researchers are exploring how scent-based technology and texture simulation could enhance virtual reality, bringing us closer to a truly immersive multimedia world.
Whether or not TTTV becomes a household staple, one thing is clear: how we engage with food media is evolving. As we prepare for the 2025 James Beard Broadcast Media Awards season, Awards Show beginning June 14, 2025, I can’t help but wonder—will future award-winning food programs allow us not only to see and hear excellent cuisine but also to taste it? If so, I hope someone is working on a digital version of a James Beard-winning crème brûlée.
To learn more about the nominees, upcoming awards show, and more visit jamesbeard.org.
