Tag: FoodFood

IDOS 2014: Niche content to play a critical role in digitised era

KOLKATA: With more consumers looking at content tailor-made for them and with TV consumption growing on multiple screens, niche content is likely to work as a pivotal differentiator in a digital universe. The viewership for special content has grown substantially, and with digitisation at a growing trajectory in the country, broadcasters with niche channels bet on the growth.

Speaking at a session titled ‘Specialised content and channels in the digital ecosystem’, at IDOS 2014, FoodFood CEO SK Raj Barua said, “TV penetration has reached the masses and the lifestyle category is improving. I think there is a lot of opportunity in terms of capacity in the next phases of digitisation. We see a great opportunity for us. With new media on the rise, demand for food content has gone up by more than 200 per cent.”

On the other hand Insync founder and managing director Ratish Tagde, a classical music channel, said: “There is a huge demand for classical music and the audience is looking for Sufi music. When we talk about niche channel, it is all about content. The digital era is likely to monetise content. There are many new platforms and niche content has a good future.”

Apart from FoodFood and Insync, A+E Networks is also slowly growing its footprint in the country. A+E Networks APAC VP sales and operations Saugato Banerjee said that the ability to create local content is main for niche channels. He added that A+E Networks, that operates with Network 18 in India, can’t depend on advertising and sales for everything it does. “Growing audience share is our target and there is a lot of optimism here,” he said.

While Videocon d2h deputy CEO Rohit Jain said that one needs to look at niche channels from an economic point of view. “If any new channel is launched in the market, we have to have the whole push model so that the customer gets a chance to see the content first. Every channel has its own audience base,” he said.

While AsiaSat, that leads in the satellite broadcasting and telecommunications sector in Asia Pacific region, believes the same what Indian broadcasters feel about niche channels. AsiaSat senior regional manager Paulus Chau said that the broadcasters are looking at launching more channels. “We are also looking at the opportunity because regulation is India is not simple,” he said.

Scripps Networks, a US-based media company, specialising in lifestyle content like food, home and travel categories, is evaluating its strategy in Asia and India. Scripps managing director APAC Derek Chang said that India is a huge market for the company as compared to other markets. He hinted that Scripps might look at the Indian market for launching its niche content related to lifestyle. “It could translate into partnerships. It depends on how we see the potential market. It has its own characteristics and challenges,” he said.

All the panelists agreed that niche content providers have to invest in the content and said the broadcasters have to understand that niche in India has various definitions considering the national and regional clients.

While talking about the challenges faced by the channels, Barua said that carriage fees have gone up. “In the process, the business model has to be slightly different. We do research for content creation for particular people,” he said.

Tagde however felt that the niche channels involve too much of research and investment. “We are struggling with the issues of technology like reaching out to people overseas. The content is owned by us and we have to invest in marketing too. There is a hope that we will get support from distributors,” Tagde said.

Niche channels are not cheap to create: tremendous funds are needed to do research, and programming teams to implement concepts for informative channels.

While the digital world is changing phenomenally, a bouquet of channels, with some mainstream entertainment channels and other niche channels, will soon adapt to the change.
Viewership will be segmented leading to an increase in the number of niche channels.

Going niche is the future of television as it helps to target specific viewers and in terms of revenue generation from advertisers, it is much more focused.

October 10, 2014
We want Zee Khana Khazana to be a destination channel: Amit Nair

MUMBAI: Food as a genre, in the recent years, has grown concurrently with the rise of interest in culinary art. Food has always been an interesting topic of conversation, but its importance has grown much more than what existed in the 90s when a Tarla Dalal or Nita Mehta cookbook were hot-sellers at bookstores or a 30-minute Khana Khazana on Zee TV.

It was only in December 2012, when Khana Khazana launched itself as a 24-hour food channel encouraging women to move from their kitchens to living rooms. The channel catered specifically to the art and science of food-making, with a wide spectrum of shows and novel concepts that explored different aspects of gastronomy.

Almost after a year, the genre witnessed a new entrant in FoodFood.

Zee Khana Khazana has gained the distinction with a consistent record at the TAM TV ratings chart. It has surpassed all its competitors and registered the number one spot and recorded an average of 1,799 GVTs of 10 weeks.

Followed by FoodFood that noted 1,060 GVTs, Fox Life with 824 GVTs, TLC with 622 GVTs and NDTV Good Times with 175 GVTs.

In a conversation with indiantelevision.com, Zee Khana Khazana business head Amit Nair talks about the reason behind the success, plans for the festive season in terms of content, how is the channel moving towards travel and food reality shows and marketing initiatives which led the channel to top the chart.

Last year, the channel started off discussions with its core TG to decide what they wanted to watch. “What we found was that people today want interesting solution recipes; it is not the regular stuff but using the regular ingredients and adding a twist to it and make it interesting,” says Nair.

The channel also looked at niches across the food genre. “One of our findings showed that cooking for kids was a major concern for mothers. So we launched Bacha Party and it turned out be a major show for us which not only fetched us good ratings but it also won a packaging awards at recent Indian Telly Awards,” adds Nair.

Moreover, shows like Breakfast Express and Jain Jalsa also added to the success kitty. “All of these have resulted in helping us reach the pole position,” informs Nair.

Like other channels, Nair also felt the need to engage more with the audiences and hence, it got on-board a special segment called ‘Tips & Tricks’.

Another series christened ‘Home Made’ teaches viewers how to make dips and sauces. “These kind of programmes stuck a cord with the audiences. We have content that makes their lives much easier,” reveals Nair.

The channel also walked towards lifestyle segment with ‘The Great Indian Rasio,’ the first food and travel show.

“Unlike other travel series where people just go and eat, this one takes a much deeper look into the Indian cuisine and how the kitchen has evolved over a period of time,” he says.

Nair wants the channel to be the first destination when it comes to food and lifestyle curated segment where interesting food stories can be told.

To further expand its content portfolio in the food reality and travel space, it is set to launch three new shows in the coming months. Come 15 September, it will launch Health Bhi, Taste Bhi, which will bring to table the skills required to give the favourite meal, a healthy makeover by cutting the calories without compromising on the taste. Hosted by Chef Ranveer Brar, it appeals to both urban and non urban audience.

The first week of October will see the launch Eat Manual which will appeal not only to the kids but also mothers who would want to see what their kids like to eat. It will be hosted by one of the finalists of Junior Masterchef, Emanuel Chauhan, who will also present his own tips of cooking.

By the end of October the channel will bring to the viewers a show called ‘Chef on the Wheels’.

This is not the end, Khana Khazana plans to add more to its kitty by the year end and early next year, when it will add two more shows for its viewers.

Nair also expresses his joy at the distribution front. The reach and sampling of the channel has increased manifold. “Last year, we were a subscription based channel. We had to chase subscribers more than viewership. We faced a lot of issues on the distribution front, as we were not available on many DTH and cable platforms. It was the first thing that we resolved early this year.”

Currently, the channel is available on four DTH, plus across all digital cable platforms. “In terms of viewership, we have seen a tremendous growth in last six-eight months.”

From this year onwards, the channel has taken the ad-revenue route. “In terms of our marketing initiatives, we are very serious about the genre. We want to stay as a top player in this space.”

To maintain its numero uno position, it did a lot of effective advertising. In the month of March, the channel did a lot of TV burst supported by an outdoor and digital buzz. “This helped us to firmly implant into the viewers’ mind and this effectively laid the ground for further acceptance of shows.” To keep the buzz alive, it did a lot of ATL and BTL as well.

Advertisers’ response towards the channel also has been very encouraging. Early this year when the ratings started growing, the channel did a couple of road shows with major agencies, clients and created the buzz.

Current FMCG products like HUL, P&G and Nestle are advertising on the channel and going forward it is looking at other categories as well.

Revealing the growth in terms of revenues, Nair believes that the numbers are very ambitious in nature. “Month-on-month we have broken all our set targets and moved far ahead on what we had started off earlier this year. It looks like an exciting year for us,” concludes Nair.

September 12, 2014
FoodFood travels to US

MUMBAI: Today, food is not just a necessity but has become a passion. Everyone wants to create a magic in their kitchens. However, not everyone is gifted and wants a “helping hand.”

FoodFood, a specialty channel, wants to be that guiding light to help people cook food with passion and enjoy it too. And soon, the viewers of Dish and DishWorld IPTV in the US will be able to do just that.

“After Canada, US was the next logical step. With the growing popularity of the Indian food, the channel is bound to attract a lot of audiences apart from the Indian residents there,” says channel promoter Sanjeev Kapoor. However, it wasn’t an easy task. Kapoor recalls that he had to travel to and fro many a times to finally sign the deal to include the channel in the Hindi mega pack.

“It took us around two years to manage to crack the deal, but we are happy now that we will be available on Dish which has the largest selection of international programming among major pay-TV providers in the US,” he adds.

The channel will be available on LCN No 713 on the network and will for now showcase Indian programmes. But, if all goes well it will also air original content. “Yes, of course creation of original content is on the cards but first we have to build it and get more advertisers on board,” says Kapoor.

The channel is already available outside India in Qatar, UAE and Canada and next on agenda is UK, Africa along with the south east Asian countries as well as Australia. “Internationally, people want specialised content and we will give them what they need. We plan to take the channel overseas and it doesn’t limit us to television alone,” points out Kapoor who believes that the world going digital is a boon for specialised content.

“There is a reason why people are moving towards digital and consuming what they want, wherever they are,” he adds while emphasising on the fact that though Indian media houses are not recognising this, the scenario is quite the opposite worldwide. He believes that Indian broadcasters are very generic in their approach and that’s why one can see series of general entertainment channel launches every now and then.

Another issue hindering the growth of niche channels which aren’t a part of large media houses, according to Kapoor is carriage fees. “Almost 25 per cent of our total cost goes into carriage fees and to top it further, cable and DTH operators increase the fee irrationally,” he says agitatedly and adds, “Distribution is still a monster.”

He believes that the industry and the regulatory bodies need to come forth to provide viewers the content they want to watch and move beyond just one measurement currency. “There is no respect for expertise,” he says.

When asked his views about ad cap, he says that it is a global phenomenon and will only help the channel to innovate. “Helios is doing a very good job and is taking the whole ad sales to another level,” points out Kapoor while adding that the concept has helped them innovate and integrate with brands beyond the 10 second slot. Talking of one of the innovation he says, “We integrated a brand of oil into our shows to help people understand about a healthy heart.”

FoodFood is also focusing on its content. The channel launched a new campaign in April, this year, with a lineup of shows like K for kids, Pure Sin catering to various age groups. However, the biggest launch for the channel would be Kapoor’s travel culinary show shot in Australia for which the blueprint is ready.

In June, the channel which strongly believes in the digital power launched an e-commerce section to bring a variety of selective quality products from kitchen appliances, kitchen accessories and lifestyle products all shown on the television shows.

“Internet is already helping us when it comes to content consumption and through the e-commerce section we will be giving the community a dedicated shop,” he says.

With an optimistic approach, the channel, which is a joint venture between Astro Overseas (Astro), Master Chef Sanjeev Kapoor and Sandeep Goyal owned Mogae Consultants, hopes to see better days ahead as the promoters are set to meet soon to decide their next step.

July 31, 2014
Amrita Raichand gears for ‘Mummy ka Magic’ season 7

MUMBAI: Model-anchor-actress Amrita Raichand, the chirpy mom who is happy cooking for kids, in the ever so popular show, ‘Mummy Ka Magic’, is here with the new season, starting Friday 27 June 2.00 pm, on FOODFOOD. This seventh season, in three years , brings more stories, tips and tricks, more interactions, prettier plating and happier Tiffin ideas … All this and more without compromising on health and nutrition! This season will be a lot brighter and happier, and yet super healthy!

In this 30-minute show Amrita in her endearing way makes her way in to the little hearts and tiny tummies! If you want better school attendance for
your child , improved school performance, better concentration in the classroom, increased self-esteem…and more, then make sure you need to be
serious with your kiddy’s eating habits and food routine. Amrita makes life simple for you and your kids with her latest, healthy, nutritious and yummy
servings for your little ones.

Through the show she literally creates magic with simple yet nutritious recipes, tempting the tiny tots with her attractive plating, colorful spread of food, and with ingredients that’s best for kids. The recipes of ‘Mummy Ka Magic’ are made using healthy ingredients such as mushrooms, broccoli, zucchini, cheese etc. And since the recipes are prepared for kids, these natural colors and presentations simply makes its way into the tiny stomach

June 26, 2014
FoodFood launches e-commerce section

MUMBAI: FoodFood brings to its patrons a value-added service. The channel launched its e-commerce section on 1 June in its website – www.foodfood.com. It focuses on brining a variety of selective quality products from kitchen appliances, kitchen accessories, lifestyle products all shown on television shows

The service will facilitate safe transactions on both card payments and cash on delivery, thus integrating with leading payment providers in the country. The site offers customers the best shopping and buying experience. According to the channel, the products are of outstanding quality, value, good service and guarantee. Every product that sells will give complete satisfaction and money’s worth. Service will be provided in India only.

June 2, 2014
FoodFood launches ‘K for Kids’

MUMBAI: A majority of kids don’t know French fries come from potatoes! Or that ketchup is made from tomatoes. Many children even don’t have a basic understanding of where food comes from. But if they are inspired to step in to the kitchen and cook a meal from start to finish, they will discover that some of their favorite foods come from fruits, vegetables and other “real” products.

K for Kids– A brand new show especially created for kids’ launches on FOODFOOD, India’s No 1 food lifestyle channel, every Sunday, at 1.00 pm. An innovative cooking show, jointly with Kissan, is based on health and nutrition, created for the kids, by the kids and of the kids, in the age group of 7 to 10 years. The show will help children develop cooking skills, while demonstrating how to make easy, irresistible, delicious recipes. The show, anchored by Chef Shipra Khanna, the winner of MasterChef 2 India, will have a bunch of enthusiastic kids, each week, featuring different original recipes that children will learn to make themselves.

“This specially created kiddies’ show has taken a more mischievous and scientific approach to things. What sort of food makes you fat? What turns you green? What is the nutritious value of leafy monsters? This is the sort of stuff that children thrive on, opening up their enquiring little minds. Hopefully, these kids, by the end of each episode, will know how to cook; and realize just how much fun cooking can actually be,” said SK Barua of FOODFOOD.”

Against the backdrop of a bright vivid cafe kitchen sets, Chef Shipra and her entourage, will cook up very, very simple food for those eternal fussy eaters. Imagine enjoying a yummy Ragi roll with a delicious fruit spread! In between cooking there’s going to be a lot of rhyming, singing and bizarre fun and masti.

While cooking for adults and with adults seems a passe on TV, cooking along with kids and for kids, their favorite food, seemed to be a lot more uplifting and encouraging. Sure there will be some precocious flourishes here and there, but that’s a part & parcel of a kid’s world!

Chef Shipra in her pristine and proper appearance is absolutely comfortable being surrounded by children. With her little battalion, voicing their likes and dislikes, she teaches them that simple art of making their favorite dishes. The focus on nutrition and healthy eating is laudable for sure, and there’s a lot for mothers too!

K for Kids is sure to help budding little chefs realize just how much fun cooking can actually be. The show is bound to inspire your children to get in the kitchen.

Food television is growing in leaps and bounds. If you ever wondered what sort of TV shows would help children understand the importance of simple, healthy cooking…then K for Kids it is . The show is bound to inspire your children to get in the kitchen and while you watch your little ones perfect their skills, it’s hilarious out there!

Caution: No chopping, cutting & fire play!

May 2, 2014
FoodFood launches special cuisine for IPL enthusiasts

MUMBAI: While IPL is taking care of the cricketing appetite of the nation, FOODFOOD, the No 1 food lifestyle channel will take care of the viewers’ appetite!

Times have changed; the dietary demands of people seem to be much stricter than the fitness regime for cricketers. FOODFOOD understands the taste buds of its viewers and is ready to dish out some healthy easy-to-make, in a jiffy, mouth-watering delicacies, while you are busy watching cricket.

With an interesting team of budding chefs, who have come up with some specially planned menu for those wanting to rustle up a meal in between IPL matches, FOODFOOD is all ready to tickle your taste buds. These modern youngsters, who have mastered the art of cook fast, cook healthy, boasts of menu with several of their signature quick bites and drinks, created made for IPL watchers.

The channel is providing a platform to youngsters and budding chefs to showcase their cooking talent for the first time. These recipes are exclusively made for FOODFOOD YouTube channel viewers.

You can be sure to have a unique and satisfying dining experience, if you log on to Link: www.youtube.com/foodfoodindia and try some of our famed dishes and drinks, created exclusively for cricket enthusiasts!

April 21, 2014
FOODFOOD to air ‘Pure Sin’ starting Friday

MUMBAI: What do you think will happen when one of the most glamorous chefs in India decides to share some sinful pleasures with you? It leads to Pure Sin, a show to be anchored by restaurateur, chef, author Shipra Khanna on FOODFOOD, India’s No 1 food lifestyle channel. The channel, with the new show, Pure Sin, moves into the food terrain (Simply desserts) that’s never been explored on television in India. The show launches on FOODFOOD on Friday, April 18, at 7.00 pm.

An economics and psychology graduate, Shipra competed and won MasterChef 2 , India. With her specialty is Global cuisine, Indian and fusion food, she has opened her own restaurant, H.O.T. – House of Taste – in Ahmadabad.

Pure Sin takes you through a tingling journey creating delicious, mouth watering desserts, harnessing the power of your sweet tooth, while drooling through sinful pleasures. Desserts inspire you to throw out all the rules—eat with moderation, save the best for last—and simply give in to sugary bliss, no matter what the time of day!

Although science has established that our love of sweets is rooted in evolution “dessert is a purely a cultural phenomenon.” However, desserts, as they are commonly known today, became popular through a progression of culinary experimentation and the manufacture of sugar during the middle ages. That’s when people began to enjoy more sweets.

“Desserts are an important part of eating well and eating healthy. They inspire you to throw out all the rules—eat with moderation, save the best for last. My new show takes you through a tingling journey creating delicious, yummy desserts that give in to sugary bliss, no matter what the time of day! Dessert making is truly an adventure in culinary evolution and I am confident our viewers will simply love & enjoy them,” said the beautiful chef Shipra Khanna.

If you’re craving for pure culinary pleasure, pure passion, pure indulgence… then it’s Pure Sin! Find out everything you need to know about making that winning dessert, by watching this one-of-a-kind, all desserts show.

We’re warning you: these desserts are epic. You will not be able to resist them! Stay tune to FOODFOOD to enjoy the making of this tempting pleasures that will actually leave you weak and dil maange more!

April 17, 2014
FoodFood launches new campaign with a fresh new lineup

MUMBAI: India’s food lifestyle channel, FOODFOOD, a single channel entity, reaches across 35 mn households in India. In addition to key MSOs across the country, the channel is available on all major DTH platforms – Videocon d2h, Airtel Digital TV and Tata Sky and digital platforms pan India. The brand today is one of the most popular and talked about channels, in its genre, across the country.

The channel is all set to break its new campaign, on April 14th ,with a lineup of shows–an ode to home makers, concentrating on driving excitement and reinforcing the new positioning and statement that the channel is clearly differentiating itself from the plethora of ‘me too’ channels.

The campaign breaks with an array of fresh programming– India Unlimited, Pure Sin, K for Kids, Cook Smart, Oriental food among others. It is complementing the channel’s stand of being a food lifestyle channel, with innovative content, creating a “wow” factor through the new line up. India Unlimited is food from various parts of India, in one platter; Pure Sin, a celebration of making desserts, which has been a part of our culture & traditions from time immemorial. From healthy deserts to desserts for occasions to all time favorite, this food genre is something exclusive for the viewers; K for Kids, is filled with adventure, fun and sparks from enthusiastic kiddy chefs on the show, churning out winning recipes; Cook Smart another master stroke from the Master Chef Sanjeev Kapoor; and introducing sumptuous mouth watering oriental dishes, the all time favorite with Indians.

Explaining the reason behind the campaign burst SK Barua of FOODFOOD channel said, “With the new campaign we are redefining the philosophy, positioning and the tagline that speaks volumes about the specially targeted content, across food genre. Our efforts are to reiterate our authority on food and reach out to our target audiences. This is the first campaign and going forward we want to continue to give best of food to our viewers.”

The campaign will address the youth and the matured viewers, and not to forget our die hard loyal viewers. Though Young in its looks, it can entice a whole generation with its mantra to learn easy-to-make food and enjoy food.

The 45 days campaign burst in Mumbai & Delhi, from April 14, will be across various media—outdoor, radio, digital, print, MSOs, social media…. With the new campaign the channel promises to attract, allure and engage the viewers – through social media, on-ground activities, on radio and television.

April 15, 2014
FOODFOOD celebrates Woman Power

MUMBAI: March 8th is International Women’s Day. Thousands of events are held throughout the world to inspire women and celebrate achievements. It’s a tradition to pamper women on this day, but FOODFOOD channel has always believed in lauding and appreciating the capabilities of women in their everyday life. To celebrate the power of women and salute their talent, on this special day, the channel is holding a series of online contests, ground events, interactions with Chefs, at the malls etc.

FOODFOOD, India’s leading food lifestyle channel starting March 7th and 8th is organizing a contest on twitter from 11 am to 11 am, the next day. The channel invites all women—young girls, young brides, housewives–to share interesting recipes they would want their knight in shining armor (their man) to cook for them on March 8,International Women’s Day. Post your recipe to #iwudwantmyman2cook.Winners will receive fantastic prizes.

The channel is also having a series of cooking contest at the Oberoi Mall, Goregoan (East)on March 6th, 7th & 8th after 5.00 pm. Women will get to meet and interact with their favorite Chefs Saransh, Shailendra and Shantanu and win their appreciation and accolades. This is not it; FOODFOOD has something special for the winners.

So, come and celebrate the power of women and salute their talent on March 7th and 8th at Oberoi Mall, Goregoan (East) as the celebrity chefs Shailendra, Saransh and Shantanu will make your day even more appealing and appetizing!

March 7, 2014