Jaldi 5 with Amit Nair: Khana Khazana should do well with digitization

19 Feb,2013

Indians love food. Yes, it is a fact and Khana Khazana is a proof of that. In the early 1990s what started as a show with Chef Sanjeev Kapoor as host and in 2010 turned into a full-fledged channel just certifies it. India’s first-ever food channel is all set for re-branding and give its viewers better and new shows to look forward to. MxMIndia’s MEGHNA SHARMA quizzed the channel’s business head, Amit Nair, to get a taste of channel’s strategy. 


1.After the new and refreshed content, what can the audiences expect from the channel?

The content strategy is very info-entertainment oriented. All our shows are very chatty, conversational and interactive unlike regular cookery shows. We are delighted to announce the start of four new shows on air all back by research and by understanding the pulse of women by interacting with them extensively. These our shows are Food Ka Mood, Bacha party, Breakfast express and Ab Har Koi Chef. Each of them have been designed with specific needs in mind. In the coming months we plan to launch a lot of new shows that will also target a broader TG. There will be more travel + food related to reality shows and will dish out more theme based or concept driven shows every quarter keeping our TG in mind.


2. So how has been the ride so far?

Khana Khazana has always been synonymous with great food experiences and has a unique place in the heart of homemakers and cooking enthusiasts. Hence, since our evolvement to a 24-hour food channel the response has been very heartening.


3.Is there enough audience for a food channel in India? Where do you see the genre in the next few years?

Food as an offering on television has been growing since the days of Khana Khazana. GECs had cookery shows, then we started having food shows within the regional space. Subsequently even news channels got into it and on the GEC front it evolved from instructional cooking to food reality. With dedicated food bands on lifestyle channels the time was ripe for a dedicated food channel and Zee was the first to do so. In mature television markets, there are 3 -4 dedicated food channels so we are very bullish about this genre. With digitization and greater monetization, specialized offerings like food are expected to do very well.


4.But given the limited viewership, do niche channels like yours see enough advertisers?

While our core target audience is female, we have seen enough and more men venturing into the kitchen to try out recipes that are different from the norm. So while we may have FMCG and durables as main advertisers there is a lot of interest from home and lifestyle related brands to advertise.


5. With competition growing, what is the marketing strategy of the channel?

We will be closely working with our DTH/cable partners to increase interactions with consumers. Focus predominantly will be on digital and activations and build close viewer connect.


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