Jaldi 5 with Amit Nair, Khana Khazana: There’s enough space for all and more channels to co-exist

23 Aug,2013

By Johnson Napier


With plenty of options to toy around with, channels catering to food and lifestyle are leaving no stone unturned in offering programming of varying nature. Like Zee Khana Khazana that has announced the launch of its new show ‘World of Food’.


According to Amit Nair, Business Head, Zee Khana Khazana, the show will seek to offer inspirational stories about how food has changed the destiny of people. He converses with MxMIndia about the show and what more the channel has in store for its audiences in the coming months.


01. What’s unique about ‘World of Food’ that you think will create a distinction in the marketplace?

The kind of stories that we carry on our show is what makes it unique. There are inspirational stories about how food has changed the destiny of people. There are stories about landmark eating joints of Indian cities plus of course we are getting India’s best chefs to the fore front. We believe these kind of stories will resonate strongly with our audiences who like varied content in the food space.


02. How has your channel handled competition being put up by other channels catering to food & lifestyle genre?

There is a huge demand for food content and there is enough space for all and more channels to co-exist, what distinguishes us from the rest is the interactivity our shows have and the fact that we are in Hindi. We are also strong on the digital space with our website – www.zeekhanakhazana.com and on social. We also do regular ground connect activities across many cities where we have seen very high response.


03. What has been the effect of digitization on your channel?

Digitisation has helped us increasing our presence across all major digital cable networks in the country. This increased presence has shown a marked increased in our TVT numbers showing more tune in and time spent.


04. Is the current economic scenario a cause for concern for your channel? What has been the response from advertisers/brands towards your channel?

The business model of the channel is set as a subscription based channel. With our revamped content we have found very good traction from our viewers.


05. What is the way forward in terms of programming for your channel?

We have many exciting offerings planned for the consumers in the coming months both in the instructional and experiential space. In the near future we are launching “How se Wow tak” which seeks to demystify cooking and provide answers to queries that people have related to cooking , post that we will be coming out with a show targeted at the urban working audience. You can expect new launches practically every month.


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