Sanjeev Kapoor to launch 24-hour food lifestyle channel

Sanjeev Kapoor to launch 24-hour food lifestyle channel

Mumbai: Celebrity chef Sanjeev Kapoor is all set to launch India’s first 24 hour food lifestyle channel in association with Malaysia-based company Astro.

Called ‘FoodFood´, the channel will be launched in early 2011. The brand will be available across platforms with content produced in and for Indians globally, Sanjeev said here on Tuesday.

The content will be produced and packaged in India, making the shows relevant to the Indian audience.

In order to connect to their audience in India, the channel will feature shows about food and food lifestyle like ‘Sanjeev Kapoor’s Kitchen´, ‘Firangi Tadka´, ‘Sirf 30 Minute´ and ‘Ready Steady Cook´, he said.

Well-known chefs will feature as a part of the varied offerings on the channel. ‘FoodFood´ is also the first Indian channel that’s entirely shot in high definition.

The brand will also feature in the online space, and will be available at the touch of a button on mobile and web, Sanjeev said.

On the initiative of introducing a speciality food channel, Raghvendra Madhav, executive director of India and South Asia for 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 just vicariously experience new cultures and cuisines."