Chef Sanjeev Kapoor's Turmeric Vision to launch food channel with Astro Networks
30 Nov 2010
Malaysia's cross-media group, Astro All Asia Networks has entered into a joint venture with Turmeric Vision, the television company owned by celebrity chef, Sanjeev Kapoor and his wife Alyona, to launch a 360-degree food concept called FoodFood.
Explaining the rationale behind introducing a specialty food channel, Raghvendra Madhav, executive director, India and South Asia, media, Astro group, said, ''Food is the new entertainment.
Over recent times, content has started to reflect this with food playing a central role in game shows, reality shows, travel and lifestyle shows and instructional shows where viewers learn to cook or hone their culinary skills, or experience new cultures and cuisines.''
FoodFood will feature shows about food and food lifestyle like 'Sanjeev Kapoor's Kitchen', 'Firangi Tadka', 'Sirf 30 Minute' and 'Ready Steady Cook', and feature prominent personalities from the entertainment and food industry such as chef Chinu, chef Harpal, chef Rakesh Sethi, and others on the channel.
''Our core target is the middle class Indian in urban towns and cities,'' added Madhav.
''With food being the central element, the shows will offer a variety of lifestyle and entertainment content, and different themes and recipes that the Indian viewers can connect with,'' said Kapoor.
