The New York Times has launched Watching, its long-planned TV and film recommendation website. The site offers consumers a curated list of films and programs based on qualifiers such as “binge-worthy,” “joke heavy,” “brainteasing,” “family-friendly” and “strong female lead” to name a few. The idea is to help readers tailor programming to their specific choices. It will also help the NYT target specific consumer demographics for advertisers based on those choices.

The service is supported by Google Chromecast and is an extension of the NYT editorial department, with television editor Gilbert Cruz and his team cobbling together the content. Watching’s film recommendations — there are several hundred on the site and more are being added every week — are assigned by Cruz, who uses reviews from NYT movie critics A.O. Scott, Manohla Dargis and Stephen Holden as well as the Times‘ “Critics Picks” as guidance as to whether a movie should be considered for the site.

Monica Castillo is the site’s movie writer, but the newspaper also regularly uses work from freelance contributing critics including Scott Tobias, Noel Murray and Alissa Wilkinson.

Consumers can choose a show or film and then click through to an individual recommendation page to read more about it, find information on where to stream it, and link to essays, interviews, recaps and reviews from across the web (not only from the NYT). The service covers studio and independent films as well as all the major networks, cable and streaming services, including the less mainstream platforms including Google Play, Snag Films and Fandor, to name a few.