This mockup is what the product team came up with and handed-off to me for fleshing out the concept as well as putting design around it for demo use at upcoming trade shows.

Here is the final concept and design. The demographic was newspaper websites hence the soft color-tone however we focussed a lot on executing a very clean look that enables the user to follow the recipe, re-select any spot (which automatically synchs up with the video) as well as incorporate strategic advertising opportunities (titled: What's Needed).  The "What's Needed" links out to advertisers websites (point of purchase) and is highlighted along with the recipe to make it feel a part of the video and less like you are being advertised to.  This demo went very well at various tradeshows and conferences and has garnered interest at the Fortune 500 level.