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Sanjeev Kapoor Launches Hindi Food Channel FOODFOOD

A JV between Astro and Sanjeev Kapoor’s Turmeric Vision Pvt. Ltd brings India’s first Hindi 24x7 Food Lifestyle Brand.

BestMediaInfo Bureau | Delhi | November 29, 2010

Celebrity Chef, Sanjeev Kapoor has finally announced the launch of his food channel named FOODFOOD. The channel is launched by the Joint Venture between Astro All Asia Networks (Astro), Malaysia’s leading cross-media group and Turmeric Vision Pvt Ltd (TVPL), the television company owned by Sanjeev Kapoor and his wife Alyona Kapoor. The JV between the two companies marks the entry of Astro in the Indian media broadcasting industry.

FoodFood is the most gastronomically loaded lifestyle and entertainment concept available across TV, mobile, web  etc – a 360 degree focus on the world of food. Created by two entities that are experts in their respective fields  – Astro, an expert in developing & distributing specialty content over digital platforms, owning & operating multi media platforms such as DTH, IPTV etc. and Sanjeev Kapoor, the most well known and celebrated chef in India

With the concept of Cooking+ Food +Food-lifestyle, the TV channel is scheduled to go on-air in early 2011. It will feature, for the very first time, Hinglish content that will be produced and packaged in India, making the shows relevant to the Indian audience. In order to connect to their audience in India, FOODFOOD will feature shows about food and food lifestyle like ‘Sanjeev Kapoor’s Kitchen’, ‘Firangi Tadka’, ‘Sirf 30 Minute’ and Ready Steady Cook. Prominent personalities form the entertainment and food industry such as Chef Chinu, Chef Harpal, Chef Rakesh Sethi, and more will feature as part of the varied offerings on the channel. FoodFood is also the first Indian channel that’s entirely shot in high definition

The brand will also feature in the online space, be available at the touch of a button on mobile and web

Talking about the reason for introducing a specialty food channel, Raghvendra Madhav, Executive Director of India and South Asia for Media, Astro group said, “Food is the new entertainment! Over recent times, content has started to reflect this with food playing a central role in game shows, reality shows, travel and lifestyle shows and instructional shows where viewers learn to cook or hone their culinary skills, or just vicariously experience new cultures and cuisines. Capitalizing on this development we are launching FoodFood - 360 degrees of food available across multi media platforms like TV, web, mobile! Our core target is the middle class Indian in urban towns and cities. With FOODFOOD we are set to redefine food content in India.”

Clearing all the past speculation on the joint venture, he said, “Yes, we have entered into a joint venture with Chef Sanjeev Kapoor’s Turmeric Vision to launch this unique, specialized and dedicated 360 degree food concept and will be up and running by early 2011. Given Astro’s already large interest in media space, our association with Chef Sanjeev Kapoor for this channel will be a value addition. Sanjeev has over the years, made a mark for himself in the culinary world, and carved out a special place in every household. He is the perfect choice for the channel. We will have the support of his creativity and popularity, for the channel to connect with the core audience”.

Speaking about the channel, Sanjeev Kapoor said, “Food in India is synonymous with entertainment; people meet and bond over food and discussions over places one can go and eat. All our celebrations centre around food. The channel offers an ultimate lifestyle destination for Indian foodies who want to make some quick, easy, balanced meals as well learn about interesting world cuisines. With food being the central element, the shows will offer a variety of lifestyle and entertainment content, and different themes and recipes that the Indian viewers can connect with. It has been my dream of having a channel like this ever since I started my career. The partnership with Astro is a natural culmination. I am very excited to see my dream turning to reality.”

Malaysian company Astro is an integrated cross media group, with presence in Malaysia, India, Middle East, Australia and international markets, primarily engaged in the provision of direct-to-home subscription television services, radio services, film library licensing, multi-media interactive services, and television content creation, aggregation and distribution. In India, Astro has a stake in Sun Direct and South Asia FM Limited. It recently acquired a significant  stake in Get It Infoservices (a yellow pages directory business ) and has a JV with Mogae Digital mobile content and online portals. The company has also recently bought 49% stake in India’s premier lifestyle channel, NDTV Good Times.

Turmeric Vision Pvt Ltd was conceptualized by Chef Sanjeev Kapoor, the most celebrated face of Indian cuisine today, TV show host, author of best selling cookbooks, restaurant consultant, architect of unique range of food products and winner of numerous awards. Turmeric Vision intends to become India’s first Food Content Company that will create Food Content and Food Entertainment Brands to be distributed through multiple platforms like Television, Web, Mobile etc.


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Comments (5)
  • manghal kam- 10 years ago

    There should be shows like in TLC and i am sure your channel will be a big hit.i am ready to work in your channel and share new innovative ideas. wish all of you best of luck.

  • Sidharth Iy- 10 years ago

    The channel has been a refreshing change from the usual food programmes which are been telecasted as the receipes are easy to make with lots of nutritional value. However i am not able to access the official website. I also wanted to know from where the receipes shown could be downloaded

  • K.K.Sitafal- 10 years ago

    FoodFood is very helpful, informative channel with useful tips in kitchen. I can not find the recepies on the net as promised during the shows. Hope you will do the needful. Thanks

  • manika- 10 years ago

    where can i find receipes shown on ur channel??

  • mukti- 10 years ago

    i like mummy ka magic , sanjeev kapoor, and rakesh sethis programme in this channel. its a great channel, i m from noida and we were able to see this channel lekin pata nahin kya hua from 5-6 days before it ia automatically not be able to see and i m very eager to watch it. i asked my cable operater he said some fault is there and soon we will able to see in 2 days but it is 6 days till now we r not able to see how can we see the recipes pls tell me i forgot to see the serial in the time of these shows