Helios Media and FoodFood have entered into an ad sales partnership for the second time. Helios Media will be responsible for the revenue output of the food and lifestyle channel.
The partnership was initially signed in 2013. After that, Discovery Communications had plans to buy a stake in the channel, which was later called off in 2015.
Meanwhile, Helios Media was handling the revenue mandate of the food and lifestyle channel from ZEELâ€™s stable, Living Foodz. Recently, the broadcast network decided to set up ad sales team in-house.
As of now, FoodFood is the only channel in the food and lifestyle genre in Helios Mediaâ€™s portfolio. The channel has some special plans going forward, but everything seems to be on a nascent stage right now.
Helios Media is led by Divya Radhakrishnan, while FoodFood is owned by Turmeric Vision, which was a joint venture by Sanjeev Kapoor, Sandeep Goyalâ€™s Mogae Consultants and Astro, the Malaysia-based company. Reportedly, Astro and Goyal walked out of the partnership when Discovery announced the buyout.