Alva Brothers Entertainment unveils lifestyle media network

Alva Brothers Entertainment has announced the launch of Real Lifestyle Network, a premium lifestyle media network, which will offer a bouquet of lifestyle channels in the country.

The network's first offering will be Food First, a television channel dedicated to food and food related experiences, which will debut in early 2011. The other channels will be launched subsequently over the next year.

''With Food First and the channels that are to follow, we're going about building new broadcast categories that will set benchmarks for value, quality, relevance and entertainment for Indian consumers,'' said Nikhil Alva, group chief executive officer, Alva Brothers Entertainment.

Food First will be a pay channel and will be available across the country on both digital and analogue distribution platforms.
The channel has already started technical runs, uplinked from Turner International's broadcast earth station in Hong Kong and is available on select networks across the country.

The high definition channel will showcase programmes featuring the biggest names in the world of food from across the globe and is looking towards upwardly mobile English speaking, 18+ male and female viewers as its target audience.

''In sync with the times, we are also building strong extensions in the digital media, including web and mobile, to stay connected with the target group that is wired into the new media,'' said Manisha Tripathi, business head, Real Global Broadcasting.

The Alva Brothers (Holding Company), are the promoters of Miditech Pvt. Ltd, which is one of  India's largest independent production companies creating world class programming for leading broadcasters in the region across genres and languages.