'Food chnnls have tremendous potential to grow' : FoodFood COO Karthik Lakshminarayan

FoodFood, one of the three recently launched food specialty channels in India, is completing six months on 24 July. With Sanjeev Kapoor and Astro as promoters and Madhuri Dixit as the lifestyle promoter, the channel took up the challenge of growing a new genre in India.‘s Gaurav Laghate caught up with FoodFood COO Karthik Lakshminarayan to talk about the plans ahead and the journey so far.



FoodFood is completing six months of operations. Has it been a bumpy or a smooth ride for a channel that is exploring a new genre in India?

We are on track as per our business plan. We launched in January and as we are completing our first phase, we are seeing a healthy growth in terms of ratings as well as revenues.


Being a speciality channel in Hindi, our connectivity in the Hindi speaking markets is approximately 60 per cent, which is quite good. Also if you see our reach, we have a 5.7 per cent reach in C&S households, while in the core TG of Female 25+ Sec ABC, our reach is almost 9 per cent.

Isn‘t the ratings too narrow at this stage?

Our reach is growing and in the core TG we are in the 8-12 GRPs (gross rating points) band. We are more than double of the competition (Zee Khana Khazana and Food First) in terms of ratings as well as time spent on the channel. Our weekly average time spent is over 30 minutes per user, which is extremely healthy.


So, you see, there is no immediate competition. However, having said that, we do feel there is more potential for the genre to grow. But there is no benchmark as such. If you see the US market, the food channels are doing really well, and we see similar potential here also.

So are you planning to take the channel overseas?

There are definitely plans to take the channel to the international markets. We have already signed carriage deals in the Middle East and will launch FoodFood there soon. We are a Hindi food channel and will cater mainly to the Indian diaspora.

FoodFood seems to be the only channel in this genre that is spending on distribution. How big is your carriage payout?

I do not call it spend. It is an investment me make for distributing the channel. And as far as our position on the cable platform is concerned, we try to get in the Hyper-band and we are also available on S-band in certain markets.


The industry is very dynamic and one has to always fight for the right band.


Having said that, we are now entering into the second phase of growth. We will step up our investments in distribution, marketing and content.

We are now entering into the second phase of growth. We will step up our investments in distribution, marketing and content.

And in content?

When we launched the channel, the buzz generated by Bollywood actress Madhuri Dixit (lifestyle ambassador of the channel), and Sanjeev Kapoor (promoter, celebrity chef) took us to a certain level. Now with our programming, we are going to cash on it.


Very soon, you will see the launch of our biggest reality show - Maha Challenge which will have both Dixit and Kapoor and their teams of women and men battling it out to answer who is the better cook - men or women. It is a battle of sexes in its true sense. The 13-part series is being produced by Fremantle India. We will launch it in September and you will see Dixit for the first time in this role on television.


We will also launch another reality show Secret Recipes in which people will come with their recipes and will cook with Kapoor.

How many advertisers do you have on board now?

We have over a dozen advertisers right now including Amul and Samsung. Most of them are either kitchen appliances or food related clients, who get perfect exposure on FoodFood.


And all these get integrated seamlessly in the shows that we air. We do not want to clutter our shows with advertisements at this time and we have only 4-5 minute ads in the half-hour slots.

Latest Reads
Naagin helps Colors capture top position this week: BARC

Backed by Naagin Season 2, Colors was almost close to Star Plus to get the number one position, but, this week, Colors went few steps ahead and grabbed the leadership position and replaced Star Plus in week 42. Even in Urban GECs market, Colors toppled Star and took over the number one position.

Television TV Channels Viewership
SPN India to broadcast Barclays ATP World Tour finals

Sony Pictures Networks India (SPN) will exclusively broadcast the upcoming ATP events in the month of November. The ATP 1000 Paris Masters will be aired live on Sony ESPN channels and will be streamed live on SonyLIV app and website. The ATP 1000 Paris Masters in Paris will begin on 31 October.

Television TV Channels Sports
Hunt for Zee Business head continues

MUMBAI: Zee Business, an arm of Zee Media Corporation, has seen several transitions in its management this year. The channel was initially headed by Amish Devgan, who decided to move away after serving for 14 years. It was then led by Zee Media Corporation’s then CEO for content Samir Ahluwalia,who...

Television TV Channels People
'King' content will take over monopolistic media entities, says Arnab Goswami

NEW DELHI: The future of news lies in breaking away from the interdependence of politicians and the media on each other.

Television TV Channels News Broadcasting
Animated 'Ramayana' a global Diwali gift on web, mobile

NEW DELHI: Thirty episodes of the animated series Ramayana will be available around the world on the nexGTv web and mobile platforms during Diwali.

Television TV Shows Animation
Sports Minister lauds b'casters, other stakeholders in promoting sports

NEW DELHI: India’s Sports Minister Vijay Goel said on Wednesday that digital media broadcasting will play a critical role in bringing about change in sports broadcasting in India but broadcasters must also focus on how sports as a product is delivered to audiences in rural areas so as to popularise...

Television TV Channels Sports
Know your karma on IBN7 with 'Karm Path'

In an attempt to give its viewers a refreshing start of the day, IBN7 is launching a new show titled Karm Path. Starting 27 October, the show will predict what the day holds. The show is a differentiator in its own genre as it connotes the supremacy of deeds over destiny.

Television TV Channels News Broadcasting
Big Ganga available on Tata Sky now

Big Ganga has strengthened its distribution with DTH service provider Tata Sky.

Television TV Channels Regional
TV is story-teller's new novel; audience is Bharat, not India: Star's Banerjee

MUMBAI: Since five to six years, television has become the talking point. Th series such as 'Breaking Bad' to Transparent to Narcos to 'Game of Thrones' to 24, and now POW (Prisoners of Wars) has changed the experience of television viewing.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories