FOODFOOD expands its reach in UAE

Etisalat to air Hindi 24x7 Food Lifestyle channel in the Middle East countries.

BestMediaInfo Bureau | Delhi | August 19, 2011

FOODFOOD, Hindi 24x7 Food Lifestyle Brand that debuted early this year will now be telecast in the Middle East countries. The TV Channel from the most innovative and specialized 360 degree food concept has expanded its reach to audiences outside India.

FOODFOOD is being brought to UAE by Etisalat, Middle East's leading telecom operator and TV services provider. Etisalat is the first operator in the region to offer the FOODFOOD CHANNEL to its customers in the UAE.

Commenting on the expansion in the Middle East market, Sanjeev Kapoor, said, “The Middle East, especially Abu Dhabi and Dubai are popular destinations for expat Indians , and  therefore a very important and challenging market for food lifestyle and cookery based television content. We are pleased to join hands as a regional television content partner with Etisalat, the largest and most experienced Telecom operator in the region, for distributing our content across United Arab Emirates and other parts of the Middle East region.”

“Going forward, we plan to enhance our presence across the entire MENA and Africa region by customizing our offering to meet the viewing preferences of the region and engage and develop a participative audience on a long term basis.” added Karthik Laxminarayan, COO, FOODFOOD.

FOODFOOD is India's leading 24x7 FOOD and Food Lifestyle Channel and is the brainchild of Masterchef Sanjeev Kapoor. And adding spice to this culinary treat is Bollywood Diva, Madhuri Dixit Nene who epitomizes Indian womanhood, the channel's Lifestyle Brand Ambassador. The channel brings an entirely new and exciting repertoire of exquisite and mouth watering recipes and fun food shows to keep the family entertained and engrossed through each delectable episode. It is a channel not just about stand-and-stir kind of shows but features programming that is compellingly interactive with the audiences.

FOODFOOD channel's content is a classic mix of path-breaking cookery and food based lifestyle shows like Ladies First, Firangi Tadka, Mummy Ka Magic, Sanjeev Kapoor's Kitchen, Turban Tadka, Secret Recipe, Tea Time with Rakesh Sethi, to name a few. The channel is currently in the midst of hosting India's largest cooking reality show 'AMUL FOODFOOD Mahachallenge'. It is a show that presents the kitchen as the ultimate battleground  - a new platform for the sexes to compete against each other. Cheered on by Madhuri Dixit and Chef Kapoor as judge, 16 contestants ( 8 men and 8 women ) battle it out in the kitchen to prove their culinary mettle. This weekly show is scheduled to go on air in early September.

All the shows are produced and shot in scintillating high definition. The content is personally researched, directed and supervised by Sanjeev Kapoor and his experienced team of Food Specialists. Says Kapoor, “I am confident that the product lineage of our channel will be in demand across the entire Middle East region.”

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