‘Food Food is a lifestyle channel themed around food’

10 Feb,2012

FoodFood,India’s first Hindi 24-hour food lifestyle channel, launched by celebrity chef Sanjeev Kapoor in association with Malaysian based company – Astro, has completed a year.


The channel caters to food lovers inIndiain the SEC A B, Metros and mini metros market.  Company officials state that the channel has produced an average rating of 11 GRPs in the year gone by, and promises to cover a lot of ground this year.


At the time of launch – January 2011- the food lifestyle channel had got Madhuri Dixit on board as the life ambassador. While the central programming is centred on food, special attention has been paid on bringing the lifestyle elements too in the shows. Shows like   Ladies First, Firangi Tadka, Mummy Ka Magic, Sanjeev Kapoor’s Kitchen, Turban Tadka, Secret Recipe, Tea Time with Rakesh Sethi, and Food Food Maha Challenge are some of the shows aired on the channel.


The channel is available on both analog as well as digital platforms panIndia. Outside ofIndia, it is currently being telecast in theMiddle East countries. It was brought to UAE by Etisalat, a telecom operator and TV service provider inMiddle East. The Middle East is an important market for a food channel, primarily becauseAbu DhabiandDubaiare popular destinations for expat Indians.


“It has truly been a memorable year for all of us at Food Food. Going forward, we plan to enhance our presence across the world, appealing to the expat Indian population,”  says Sanjeev Kapoor, celebrity chef and one of the promoters of Food Food.


The popular chef spoke to MxMIndia’s Rishi Vora on Food Food’s journey so far and the plans ahead. Excerpts:


How has the journey been so far?

The journey so far has been very good. In a sense, it has been like a dream because not many people believe that a 24-hour channel dedicated to food and lifestyle can work in this country. But the response has been fantastic. In terms of viewership, we are three to four times higher than the channels that have been around for years.


Has the market for a food lifestyle channel evolved in the past one year?

There was always a huge market to explore through food, which has remained marginalised for too long. The food gamut is endless and offers a huge opportunity for growth. Food covers a vast sphere, from travel to entertainment to culture and even kids. Almost every aspect of media lends itself to some aspect of food, be it game shows, travelogs, lifestyle features, talk shows, or even soaps.


After the advent of satellite television in India, food and lifestyle shows did not grab much attention initially from advertisers. But things have undergone major changes now with the growing demand for food-related shows. Advertisers have started spending a substantial part of their budget on food and lifestyle shows.


What particular time-band is considered to be prime time for the channel?

At Food Food we defied the concept of prime time through research and market study. While other channels have their original programming in the evening, our channel has its original programming in the afternoon. This helped us catch the interest of our target audience.


What is your core TG?  And do you find traction from small towns and cities?

Food Food is a channel for the middle class Indians in urban towns and cities. The core audience is the average Indian belonging to SEC AB in metros, mini metros and the top towns.


How big is the market for a dedicated food channel in India?

Food, today, is not a mere consumable; it’s not just a hunger-driver. It is rapidly acquiring a lifestyle halo. As prosperity invades Indian households, food is coming out from the kitchens and well into our entire lives. Today food is not only being devoured, it is being relished; it is becoming integral to our lifestyle aspirations. In an introduction to one of her books, Nigella Lawson wrote: “the kitchen is not a place you escape from, but the place you escape to”. Indeed, food, today, has become experimental; it has gone cosmopolitan; it has discovered fusion.


Being a 24-hour food channel, what are the challenges you face in the business?

There are certain business challenges which will always be there. As a specialty channel with mass approach, we are a new category. Food Food is not only a food channel, it’s a lifestyle channel themed around food. Food on TV is no longer just about stand and stir cookery shows. The viewer has changed. He demands richer content, more innovative programming, even in the realm of food.


In GRP terms, how well has the channel done?

Our viewership is three times higher than some channels that have been around for years.


How has been the response from advertisers?

The food genre today is what news and GECs were a few years back. This speciality genre is not only a natural fit with consumers (given the love we Indians have for food), it also allows a high degree of interactivity and entertainment. Both of which the consumer seeks from the media. It took some time for the advertisers to understand the potential of food and food lifestyle platforms. But today, advertisers are more than willing to spend on this category.


Distribution wise, what is the reach of the channel? Is the channel operational on all DTH platforms?

The channel is available in both analog and digital formats. With 360 degrees of food available across multimedia platforms like TV, web, mobile, food is all set to become the new entertainment. Food Food is not just a food channel, we are here to provide Indian viewers their very own Khushi ki Recipe!


How has been the growth of the channel revenue wise?

This is a specialty genre and we have very unique programming. It would not be fair to gauge this genre with revenue. But looking at the response, I can surely say that our advertisers and viewers are very happy with us. So in that way we definitely see tremendous opportunity and growth in the future.


How do you see the channel grow say in another year’s time?

We have expanded beyond HSM markets such as Kolkata, South Indiaand so on. We’ve gone international.  We’re already available in Middle East. This year, we also plan to expand further internationally. Keeping alive our promise of 360 degree entertainment, we will continue to offer exciting repertoire of food-related products to keep the family entertained and engrossed.


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3 responses to “‘Food Food is a lifestyle channel themed around food’”

  1. mougam Pareatumbee says:

    Hi chef Sanjeev nfood food crew we need to have Mauritian food n chefs there as we r a little India outsideIndia -home away from home , all the best mougam pareatumbee from Mauritius

  2. Thajitha says:

    Please let me know on what satellite channels I could watch FOOD FOOD. It is a great channel to watch

  3. TV Shows says:

    I think their journey so far is very good. Food Food has established as a perfectly dedicated food channel in India and have very huge fan followings all over. Food recipes from all corners of India is specialty of channel I guess. Lunch show with the celebrities got famous too. Seems everything going in right direction for FOOD FOOD. Keep going guys. wish you all the best.

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