Alva Brothers’ Entertainment has announced the launch of the Real Lifestyle Network, a premium lifestyle media network, which is slated to unveil a bouquet of lifestyle television channels. The Network’s first offering is Food First, said to be India’s first television channel dedicated to food and food related experiences.
The HD (high-definition) ready channel is scheduled to be launched in early 2011, followed by other channels in the lifestyle space over the next year. The channel has already started technical runs. It is uplinked from Turner International’s broadcast earth station in Hong Kong and is available on select networks across the country at this time. Food First, a pay channel, will soon be available across the country on both digital and analogue distribution platforms and will target upwardly mobile English speaking, 18+, male and female audiences.
Speaking about the announcement, Nikhil Alva, Group CEO, Alva Brothers Entertainment, said, “The Real Lifestyle Network will offer Indian consumers a bouquet of clutter breaking, well differentiated channels with compelling and entertaining content married to world class production values. 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.”
Manisha Tripathi, Business Head, Real Global Broadcasting Pvt Ltd, added here, “Food is universal in appeal and is increasingly becoming an expression of one’s lifestyle, therefore, the first launch, Food First is dedicated to food. 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 in to the new media.”
Food First will present some of the best food focused programmes shot in high-definition, featuring the biggest names in the world of food from across the globe.