A FOOD CENTRIC CONCEPT
Astro All Asia Networks, Malaysia’s leading cross media group enters a joint venture with Turmeric Vision Pvt. Ltd. (the television company owned by Sanjeev Kapoor and his wife, Alyona Kapoor) to launch an innovative food concept. FoodFood is a pioneering, 360 degrees focus on the world of food.
The venture is a lifestyle and entertainment concept that will be available across platforms such as television, mobile, web and more. With the concept of cooking, food and lifestyle rolled into one, the TV channel will go on air in early 2011. It will be a 24x7 food lifestyle brand and will feature Hinglish content produced and packaged in India. So all those craving for shows that are more relevant to the Indian audience, FoodFood is just what they need. It will feature shows about food and food lifestyle such as Sanjeev Kapoor’s Kitchen, Firangi Tadka, Sirf 30 Minute and Ready Steady Cook.
Speaking about the channel, celebrated chef, Sanjeev Kapoor said, “Food in India is synonymous with entertainment. People meet and bond over food and engage in discussions at places where one can go and eat. All our celebrations center around food. The channel offers an ultimate lifestyle destination for Indian foodies who want to make some quick, easy, balanced meals as well as learn about interesting world cuisines. With food being the central element, the shows will offer a variety of lifestyle content with different themes and recipes that the Indian viewers can connect with. It has been my dream to have a channel like this and I am very excited to see my dream turn into reality.”
— Rhea Dhanbhoora