Preview the first look of India’s first Hindi 24x7 Food Lifestyle Brand and specialized 360 degree food concept.
BestMediaInfo Bureau | Delhi | January 19, 2011
Claiming the title of the most gastronomically loaded lifestyle and entertainment concept available across TV, mobile, web etc– a 360 degree brand on the world of food, Sanjeev Kapoor & Raghavendra Madhav of Astro All Asia Networks, has announced the launch of FoodFood- the TV channel, from 24 January, 2011.
The brand also revealed it’s “double whammy” team - renowned Chef Sanjeev Kapoor as the expert on all things food, and Madhuri Dixit Nene as the Lifestyle Ambassador of FoodFood.
Announcing the launch, Madhav said, “Sanjeev Kapoor is not only a great chef but is also India’s original and most trusted chef. He brings to the table a deep understanding of food and how it works on TV . We are also delighted to announce the involvement of Madhuri Dixit Nene who epitomizes Indian womanhood. Being a foodie herself, she brings to the brand a lifestyle perspective”
At a media gathering that clearly demonstrated food as a lifestyle statement, Masterchef and co-promoter of FoodFood, Sanjeev Kapoor said, “Today food has acquired dimensions that go beyond mere consumption. As our country breaks new ground in almost every field, food is rapidly becoming central to our lives. Its not only about calories and taste, its about having fun, enjoying life with food around which the family & friends gather. Through Food Food, we hope to create a medium that will celebrate food in all its splendor across multi platforms. This TV channel is just one among many platforms to follow.”
On this occasion, Madhuri Dixit stated, "I’m extremely excited with the concept and thought behind FoodFood. Being part of the launch of a brand solely dedicated to this gastronomical cum lifestyle concept, gives me immense pleasure. I am looking forward to contributing as its Lifestyle Ambassador.”
With the concept of Cooking+ Food +Food-lifestyle, the TV channel aims to be all things food. Not only does it have it’s very own “Food Editor” – renowned chef, Rakesh Sethi ( with over 28 yrs experience across Taj SATS, Oberoi and Intercontinental hotels) , it has also roped in several Indian celebrity chefs ( Nitin Tandon, Shantanu Gupte, Anurag Bali etc) to add spice to it’s programming content.
Said FoodFood COO Karthik Lakshminarayan, “Our chefs not only understand food and cuisine, they are also in tune with the audiences’ lifestyle preferences. We will produce and package content for our shows that are relevant to the Indian audiences. FoodFood is not just about stand-and-stir kind of shows, it will feature programming that is compellingly interactive with the audiences.”
Targeting the middle class Indian in urban towns and cities as its core audience, FOODFOOD will produce and package all its content in India. “Our entire content and programming is in Hindi and is created by Indians, for Indians” says the COO Karthik Lakshminarayan. He adds, “In order to connect to our audiences across the country, we will feature shows about food and food lifestyle like ‘Firangi Tadka’, ‘Sirf 30 Minute’, ‘Sanjeev Kapoor’s Kitchen’, Chef ka Muquabla and Ready Steady Cook, to name a few.”
“FOODFOOD will redefine food in our lives.” said Madhav, “With 360 degrees of food available across multi media platforms like TV, web, mobile, Food is all set to become the new entertainment. FoodFood is not just a food channel, we are here to provide Indian viewers their very own Khushi ki Recipe!” quipped Madhav.
The channel will be available in both analog and digital formats pan India.