Food is the flavour of the last quarter of 2010. As the race to launch food channels heats up, ZEEL is launching its 24-hour food channel, Zee Khana Khazana, on December 8, 2010. Zee Khana Khazana will be an eclectic mix of Indian and international content.
Meanwhile, in the pipeline are two more channels dedicated to food – Food First by Alva Brothers’ Real Lifestyle Network and FoodFood by Astro and chef Sanjeev Kapoor.
Speaking on the launch of Zee Khana Khazana, Punit Goenka, MD & CEO, Zee Entertainment Enterprises Ltd (ZEEL), said, “We are here today because we have always pre-empted our viewers’ changing needs and catered accordingly. Zee Entertainment was the first to launch India’s first GEC Zee TV, followed by Zee Cinema and many more channels that have defined genres. Today, with Zee Khana Khazana, India’s first food channel, we are back with yet another first in the Indian television space.”
He further said, “Niche is the way forward in the television space, and we have India’s largest repertoire of niche channels. A 24-hour food channel is the perfect addition to our niche bouquet of Zee Café, Zee Studio, ETC, Zing and Zee Trendz. Our niche offering will continue to expand and we will offer our viewers new channels.”
Commenting on the launch of Zee Khana Khazana, R.C. Venkateish, CEO, Dish TV said, “In the tradition of true pioneer, we are delighted to launch India’s first 24 Hour Food Channel, ZEE Khana Khazana on Asia’s largest DTH platform with over 9 million subscribers. ZEE Khana Khazana is the new destination for today’s food lover. This channel will satisfy the craving for more information, rich experiences, tantalizing ideas, and a total immersion into the world of cooking and eating through a lineup of inspiring, entertaining and informational shows. At Dish TV we always endeavor to bring the best and largest content in different genres’’.
The channel is looking at the DTH platform for distribution and will be available on DishTV as channel No. 102.
Zee Khana Khazana will bring in a rich programming mix from across India and abroad, featuring shows that define and refine the culinary expertise that has become synonymous with food. While the array of Indian content boasts of eternal Indian favourites, ‘High on Food’, ‘Chef’s special’, ‘A Touch of Turmeric’, and ‘Khana Khazana’, the international content is all about culinary adventure, with shows like ‘The Hairy Bikers Cook Book’, ‘Chefs – Put Your Money Where Your Mouth I’s, ‘Saturday Kitchen’ series, ‘Gino D’acampo – An Italian in Mexico’, and ‘James Martin Favourite Feasts’, among others.
Meanwhile, communication for the new channel is already on air, which features an array of Bollywood big names such as Amitabh Bachchan, Ajay Devgn, Priyanka Chopra, and Karan Johar, among others, announcing Zee Khana Khazana as ‘India’s first food channel’. It also announces that the channel would go on air from December 8, 2010.
It may be recalled that in November 2010, two food channels were announced. Alva Brothers had announced the launch of its Real Lifestyle Network, which is slated to unveil a bouquet of lifestyle television channels. The Network’s first offering is ‘Food First’, a television channel dedicated to food and food related experiences.
Meanwhile, celebrity chef Sanjeev Kapoor and Astro have teamed up for the FoodFood channel, which aims to have a 360 degree focus on the world of food.
With these food channels coming up, the market is expected to witness some intense specialisation. Food as a genre is definitely something to look forward to in 2011. How much of it the audience will digest, only time and what these channels dish out will tell.
Two food channels announced… The age of super-specialisation?
Alva Brothers unveils Real Lifestyle Network; launches Food First channel