Television
×

Get high on food with ‘Food Highway’

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2013/12/31/64.jpg?itok=MhbAyLzw

MUMBAI: If your idea of travel is to hit the highway and sample epicurean delights en-route, this might be just the show for you.

Kicking off its maiden journey on travelxp HD, on Sunday, 17 November, is the all new seriesFood Highway, which promises viewers unbridled adventure and excitement.

Each half-an-hour episode will unravel lesser-known vistas through the eyes of a gastronome cum wanderer, as the show ferries from one town to the other, one country to the other, in search of newer, even more interesting destinations. 



Hosting the series will be well known foodie - Rohan, of Foodicted and Strictly Street fame, who will venture onto global highways in his quest to savour the planet’s culinary delights.

Explaining the thought process behind the show, travelxp HD CEO Nisha Chothani says: “We wanted to engage our audience with clutter-breaking content that attracts viewers across the globe. We realised that the food world on highway is altogether a different culinary world, which is less known. We wanted to capture this non-franchised, sleeves-up food made by cooks along the highways and bring it to our viewers.”

As a tribute to India’s rich cultural tradition, Food Highway opens along the 1235 km National Highway from Mumbai to Chennai, serving everything from Mumbai’s ‘Vada Paav’ to Western Express Highway’s Special ‘Mutton Rann’ to Pune’s ‘Misal Pav’ to Satara’s ‘Kandi Pedas’ to Kolhapur’s ‘Tamda Pandhra Rassa’ to Belgaum’s ‘Kunda’ to Chitradurga’s ‘Ragi Balls’ to Chennai’s grills.

Not just India, the series will bring home to viewers the culture and very essence of diverse regions across the globe.

“Most of us have a craving to step out of our mundane chores and drive down to places for an unconventional food experience which forces you to lick your fingers. But one goes blank when it comes to closing in on any such place. This is where our show - Food Highway, comes into the picture,” exults the quirky Rohan.

How will the show stand out from the rest in an already cluttered space? “Food Highway is not a food show but a show which is a fine amalgamation of experiencing food, travel, thrill, raw - ruggedness of a journey. It is long rumoured that every 20 km of land, not only people, tradition and culture changes but also their food habits. Every state, village and town has a lot of character which reflects in the taste of their food and their style of cooking. We are out to capture these local flavours and bring them to our viewers,” says Chothani, adding, “Also, viewers can identify with our host - he is a travel and food enthusiast like many of us. This element brings in an instant connect with the audience.”

With travelxp HD catering to SEC A and A+, 25-50 years, Chothani says, “We target niche audiences who love to travel, love adventure, who aspire to explore the world.” 

Will Food Highway grab eyeballs with the chosen Sunday prime time slot which is a reality show domain? “The content of a show like Food Highway suits perfectly for the Sunday evening mood. Most people prefer staying back at home and relaxing as Monday blues start creeping in. Viewing such content comes out as a natural desire,” reasons Chothani.

The promos of Food Highway are already on air and travelxp HD plans to promote it on digital platforms. As things stand, the channel’s official Facebook page boasts over 16,000 likes and over 700 followers on Twitter. The promos of the series are already buzzing with tweets and re-tweets on the same on the social media site.

However, planners have a different say. “It is very difficult for me to say how the series will work unless and until I watch it. But, I will say the channel has not made the right move by airing it on Sundays. Weekends are ruled by reality shows, and no one would like to switch to some other channel. Audience will go wherever they find entertainment and good content,” says a media planner who does not wish to be named.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/24/she.jpg?itok=G3RyadXD
Shemaroo's third quarter numbers improve, digital revenue increases

BENGALURU: Indian integrated media content house Shemaroo Entertainment Ltd (Shemaroo) reported 15.3 percent higher y-o-y consolidated total revenue for the quarter ended 31 December 2017 (Q3 2018, the quarter under review) at Rs 132.85 crore as compared with Rs 115.22 crore in Q3 2017. Revenue...

Television Production House Online Content
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/24/aparna.jpg?itok=eb87FOUF
&Prive to showcase top notch film titles at prime time

MUMBAI:  Ooh la la! Zee Entertainment Enterprises Ltd's premium English movie channel &prive has even bigger plans to tickle the fancy of its exclusive audience. The channel has announced that its prime time programming slot from 9 pm to 12 pm every day will feature some very recent gee-whiz...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/24/shukla.jpg?itok=ESo6RKy2
Star India gets IPL to change match timings for 11th edition

MUMBAI: When Star India announced that it was coughing up a jaw dropping Rs 16,347.50 crore to acquire the all media rights of the prized IPL, it signaled an era of change. And more of that is coming. Star India  has managed to convince the The IPL governing council (GC) to change the timings for...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/foodfood.jpg?itok=gCF4k0Ki
FOODFOOD announces veeba cook off powered by Daawat Basmati Rice and Tata Sampann

Cooking doesn’t get tougher than this! FOODFOOD Pro an initiative of FOODFOOD, India's premier 24x7 Food and Lifestyle channel is proud to announce an intense and exciting eleven - episode series, VEEBA COOK-OFF, a challenge, that is purely ‘By the Professionals and For the Professionals'. This...

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/sony-max.jpg?itok=Rmc_jk74
Celebrate Republic Day with megastar league on Sony Max 2

MUMBAI: On Republic Day get ready for an all day long movie marathon with India’s iconic Hindi movie channel from Sony Pictures Networks, SONY MAX 2. Binge-watch the movies of some of Bollywood’s megastars throughout the day on 26th January with SONY MAX 2’s Megastar League. 

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/star-gold.jpg?itok=aEnqdAVj
2017 blockbuster hit 'Golmaal Again' will make its television premiere on star gold this friday

Star Gold is kicking off the year with the World Television Premiere of one of the most succesful films of 2017, Golmaal Again, that raked in over 200 crores at the box office and set it on fire with its unmatched gags and action. The film that left audiences in splits of laughter and many ‘...

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/myleeta.jpg?itok=Jp2DoL6W
BBC Worldwide India announces partnership with Applause Entertainment

BBC Worldwide India has announced a partnership with Aditya Birla Group’s Applause Entertainment that will see the two organisations working together to develop and produce Indian versions of iconic BBC formats.

Television Production House Non-Fiction
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/us.jpg?itok=F5fKKb42
Bring in Republic Day with the award-winning political comedy VEEP on Star World

Our 68th Republic Day is just around the corner and considering the political scenario in our country and globally, Star World has lined-up a marathon of a show that is not only entertaining but also takes a satirical view into what goes on behind-the-scenes in government policy-making and...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/23/icai_0.jpg?itok=Zpp1ilCw
ZEEL president - Legal & Regulatory Affairs, Mr. Avnindra Mohan conferred prestigious "CA Distinguished Achiever - 2017" Award by ICAI

Mr. Avnindra Mohan, President – Legal & Regulatory Affairs, Zee Entertainment Enterprises Ltd has been selected as the winner of the prestigious award in the category “CA Distinguished Achiever-2017” for exceptional performances and achievements by the Institute of Chartered Accountants of...

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories