Going FTA is the next milestone in FoodFood’s series of firsts: Sanjeev Kapoor

The celebrity chef on how being Free-To-Air will help the channel change the dynamics of food-lifestyle programming in cable and satellite homes

e4m by Shweta Raaj Singh
Updated: Jul 11, 2019 8:24 AM

In order to target more viewers and expand their reach and distribution, celebrity Chef Sanjeev Kapoor-promoted Turmeric Visions FoodFood channel will be free-to-air (FTA), from today.

The channel, launched in January 2011 as a Pay channel, produces about 1200hrs high-quality content and enjoys massive viewership across all digital platforms. It will now be FTA and will be available across all leading DTH and MSO Cable networks of the country. 

Kapoor believes India has three religions Bollywood, cricket and food. While the former two have been projected very well, Food, as a category hasn’t got its due. The shift in the consumption pattern of consumers who showed a high consumption pattern for the food category led Kapoor to en-cash the opportunity to expand the reach.

“We were fighting a battle of brand pull and content pull.  At FoodFood we constantly endeavor to bring innovative food programming to our viewers. As the first 24-hr food and lifestyle channel in the country, we have broken mind sets and created many firsts over the last eight-plus years,” Kapoor says. “Going FTA is the next milestone in our series of firsts, and we attempt to change the dynamics of food Lifestyle programming in cable and satellite homes.”

While the Telecom Regulatory Authority of India’s New Tariff Order (NTO) has given the power to the consumers to choose from, Kapoor believes that the intent of the order was good, but failed to evoke the response expected. He points out that the niche broadcasters are locked in uneven competition with the bigger broadcasters.  

According to him, carriage fee and distribution are the two key factors that deter the growth of a niche broadcaster. “In terms of viewership, the food category is doing very well. People have the appetite but if one won’t reach them how would they consume. Hence distribution becomes the problem,” he says.

Food No 1 Category on Digital

Having enjoyed over 4.1 million subscribers to his official YouTube Channel, Kapoor believes that the journey on digital has been very successful. Though he started his career with broadcast players like Zee and Star, he believes that the power of digital is unmatched.  

When asked about what difference he noticed after having worked with broadcast, he says, “When it comes to digital the segmentation is sharp. The medium is very transparent.” He further adds that food is an extremely potent and important category when it comes to digital. The category has been topping ratings, be it on social media platforms like Facebook, microblogging site Twitter or YouTube.


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