Living Entertainment's Living Foodz channel to go on air from Sept 11

The channel will be available across DTH providers and leading cable networks in dual feed – Hindi and English. Scarecrow Communications has been roped in as the creative agency for Living Foodz 

BestMediaInfo Bureau | Delhi | September 3, 2015

Living Entertainment has announced the launch of an international food and lifestyle channel – Living Foodz. The foodtainment channel will specialise in exploring the social status of food: moving out of the confines of the conventional kitchen into a world of entertainment and adventure with food.

Living Entertainment in India will be an extension of the Living network belonging to Essel Group, which already exists in the international markets. Living aims to bring alive all things factual with an element of entertainment in order to appeal to the global audiences. Also in the pipeline are three more channels – history channel Living Rootz, Living Homes, Living Travel.

Living Foodz will be available across DTH providers like Dish TV, Tata Sky, Airtel, Videocon and all other leading cable networks in dual feed – Hindi and English – from September 11, 2015.

Scarecrow Communications has been roped in as the creative agency for the new channel while Helios Media will be providing advertisement revenue.

Living Foodz will have 12-plus hours of original programming in the first week. Some of the prime time shows on Living Foodz include 'Food Xpress: Rocky and Mayur', 'Chef on Wheels', 'Vickypedia', 'The Great Indian Rasoi', 'Pickle Nation', 'Good Food America' and 'Peggy's Kitchen Cures'.

The channel will be adopting a 360-degree approach to attract maximum eyeballs. Being a television channel, the brand will use television as lead medium for its promotions. Other mediums of promotion include DTH and print, coupled with a robust digital and social media presence to engage with the audiences. Living Foodz will also create various on-ground and consumer connect initiatives to draw in a stronger resonance.

Subhash Chandra

Speaking on the new initiative, Subhash Chandra, Chairman, Zee and Essel Group said, “We are very proud to present Living network in India. Living is all about global mindsets and experiences. This is also in line with our group philosophy of 'Vasudhaiva Kutumbakam – The world is my family'.”

Punit Goenka

“With Living, we intend to make global content for global audiences. This will be for the first time ever that original content from India will be available to audiences across the globe,” informed Punit Goenka, Managing Director & CEO, Zee Entertainment Enterprises.

Piyush Sharma

Piyush Sharma, CEO, Zee Living - India APAC, added here, “Living is our endeavour to showcase audiences with great lifestyle content. Growth of digitisation is leading to fragmentation of audiences, thereby creating an opportunity for differentiated and genre specific content. Moreover, increasing digital households are giving rise to increased audience expectations and demand for more diverse viewing opportunities. Under this scenario we are providing Living Foodz to people who love exploring and knowing more about food.”

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