Helios Media wins monetisation mandate for FoodFood channel

Launched a year ago by Divya Radhakrishnan, Helios Media specialises in brand advisory services

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Helios Media wins monetisation mandate for FoodFood channel

Launched a year ago by Divya Radhakrishnan, Helios Media specialises in brand advisory services

BestMediaInfo Bureau | Mumbai | January 28, 2013


Helios Media has bagged the revenue monetisation services for lifestyle channel FoodFood.

FoodFood is a joint venture between renowned chef Sanjeev Kapoor and Malaysia-based media conglomerate Astro Media. Kapoor is well-known for his popular shows like 'Khana Khazana' on Zee TV and his recent association with 'Masterchef' on Star Plus.

Kapoor said, “Our decision to partner with Helios Media is based on our assessment of its team's strength and ability. In a unique offering and destination such as FoodFood, it is imperative that the team has deep understanding of aspirational needs of brands and viewers alike. The passion displayed by Helios reassures me that it would not only meet FoodFood's expectation but also exceed it.”

The channel just celebrated its second anniversary and has been extremely popular among the core segment of women for its programming, like the most recent 'Secret Recipe' and other popular shows like 'Sanjeev Kapoor's Kitchen', 'Turban Tadka', 'Mummy Ka Magic' and 'Style Chef'.

Launched only a year ago by Divya Radhakrishnan, Helios Media has already been making waves in brand advisory services. Commenting on the win, Radhakrishnan, MD, Helios Media, said, “We are extremely honoured for the faith shown by Sanjeev and team in Helios Media and for awarding us the business. With a dedicated food channel and even the GECs going the food route with primetime reality shows, we know that the food space is just beginning to simmer. With the fresh chef's hat acquired by Helios Media, we are confident of the dishes panning out in the coming year. In Helios Media, clients have the option to outsource one or many of their needs to fulfil and create a feasible, balanced, revenue-generating eco-system, which helps them achieve their business goals most efficiently.”

Bala Iyengar, Business Director of Helios Media, added, "Helios Media has the ability to not just sell space, but sell brand perceptions as well, and that is extremely critical in the niche channel scenario. We are confident about synergising the FoodFood brand values with the clients' marketing objectives to give solutions working for both the channel and the advertisers. With our strong infrastructure of teams across the country and evolved process, we are all set to take FoodFood to its glorious heights."