FoodFood expands its network in Karnataka

Food lifestyle channel FoodFood continues with its expansion mode as it enters the South India market. Overseas expansion plans are also on the anvil.

e4m by Suraj Ramnath
Updated: Dec 14, 2011 7:20 AM
FoodFood expands its network in Karnataka

Food lifestyle channel FoodFood is now also available on networks across Karnataka. Commenting on the development, Sanjeev Kapoor, Director, FoodFood, said, “We are delighted to partner with leading cable operators in Karnataka to reach this significant market. This latest deal shows the increasing reach of our channel and is a testament to the brand’s appeal to viewers across the nation.”

When asked how the channel has been performing, Kapoor said, “God has been very kind. We are doing very well. We have our set of loyal viewers. The numbers are also very good compared to those of NDTV Good Times and Discovery Travel & Living.”

On current ratings, he said, “As per TAM data, in HSM markets, in the 25-44 age group, in Mumbai and Delhi, our ratings are between 15 and 20 TVR. Overall, across all our networks, our average TVR is 10 and we have also reached up to 12 TVR.”

He further said, “Food has a universal language. You don’t need any language for food. Our channel is a Hinglish channel and will continue to be like that with the text in English.”

Getting Karnataka chefs for the show
Kapoor divulged, “Yes, I have spoken to a couple of chefs. Our shows, ‘Southern Spice’ and ‘Sirf Tees Minute’, have chefs from Karnataka, Tamil Nadu and Kerala. I will share the details once things are finalised.”

Marketing for the channel in Karnataka
Kapoor said, “We believe a lot in ATL and BTL advertising. Plus every month, we do around 20 events all over India. Over the next two months, we would plan more events in Karnataka. We also have our DVDs selling in the shops there. We have a 360-degree marketing strategy for our channel.”

He also said that they were considering aggressive expansion plans for FoodFood channel in India as well as overseas.


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