Essel Group’s Living Entertainment announced the launch of their new international food and lifestyle channel, Living Foodz. The food-tainment channel will specialise in exploring the evolving social status of food; moving out of the confines of the conventional kitchen, into a world of entertainment and adventure. Living Foodz will replace Zee Khana Khazana which will wind up broadcasting on September 10th.
Having food at its core, Living Foodz will explore different perspectives towards food and the way it touches people - from lifestyle, travel, wellness to food infotainment and reality. The channel will be available across all DTH providers like Dish TV, Tata Sky, Airtel, Videocon and all other leading cable networks in dual of feed Hindi and English from September 11, 2015.
Living Entertainment in India will be an extension of the Living network belonging to Essel Group which already exists in international markets. Living Foodz aims to have a universal feel which will appeal to the new age Indian.
The channel is targeted at both men and women across all age groups in urban digital households. The core audience set would comprise of well travelled and connected people with keen interest in cuisine. The channel has planned a number of food expedition shows alongside eminent celebrity chefs and food personalities like Ranveer Brar, Gautam Mehrishi, Rocky and Mayur, Vicky Ratnani, Kunal Kapur, among others.
Speaking on the new initiative, Dr Subhash Chandra, Chairman, ZEEL and Essel Group said, “We are very proud to present Living Networks in India. This is yet another endeavour from our group to bring the world closer through entertainment. Living is all about global mindsets and experiences. This is also in line with our group philosophy “Vasudhaiva Kutumbaka – The World is My Family”. Our group has always believed in not just creating great content but also building genres and brands that are milestones.”
Also present for the launch, Punit Goenka, Managing Director and CEO, ZEEL said, "With Living, we intend to make global content for global audiences. This will be for the first time ever that original content from India will be available to audiences across the globe. We are very proud to present this new form of entertainment to our audiences"
Commenting on the occasion, Piyush Sharma, CEO Zee Living- India APAC said, "Living is our endeavour to showcase to audiences great lifestyle content. Growth digitization is leading to fragmentation of audiences, thereby creating an opportunity for differentiated and genre specific content. Moreover, increasing digital households are giving rise to increased audience expectations and demand for more diverse viewing opportunities. Under this scenario we are providing Living Foodz to people at love exploring and knowing more about food."
Rajiv Kheror, President Strategy and Planning, International Business said, "Food is a worldwide phenomenon. Audiences across the globe want to enjoy and understand food like never before. Your thirst for foodtainment is about to be quenched with Living Foodz - the new destination for the best in food and entertainment. We are all set to redefine food content in the minds Indian viewers."