Television

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

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2015/11/18/Karthik%20Lakshminarayan.jpg?itok=yeJpatuB

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.

Indiantelevision.com?s Gaurav Laghate caught up with FoodFood COO Karthik Lakshminarayan to talk about the plans ahead and the journey so far.

Excerpts:

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

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/19/ibf.jpg?itok=brJWMmWE
IBF to intervene in TRAI's SC petition on 15% discount cap

The TRAI tariff order, which remained a topic of intense debate and discussion in 2017 and 2018, is likely to dominate discourse early on in 2019 too, at least from a legal standpoint as the Supreme Court resumes work after the winter vacations.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/Rajiv-Bakshi.jpg?itok=jrgyQ3Kj
Big Synergy appoints Rajiv Bakshi as CEO

Reliance Entertainment's Big Synergy Media Ltd has appointed Rajiv Bakshi as its chief executive officer.

Television Production House Fiction
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/sony.jpg?itok=8WnMQYcG
For the first time, viewers get to choose their favourite shows on Sony BBC Earth

Content may be King, but so is the viewer. Sony BBC Earth, India’s premium factual entertainment channel, takes another leap in audience engagement by giving viewers the choice to pick their favourite shows of 2018 on the channel.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/shemaroo_0.jpg?itok=JusfZP8_
Shemaroo Entertainment’s Bhakti App Bags the Innovative Mobile App Award

Shemaroo Entertainment Ltd., added another feather to its cap with firm’s ‘Shemaroo Bhakti App’ winning the special mention award under Innovative Mobile App category at the Drivers of Digital Summit 2018

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/np.jpg?itok=tx921nZi
Sony Pictures Networks India delivers on its commitment of 'Ek India Happywala'

Sony Pictures Networks India (SPN) has accelerated its focus towards creating a positive social impact in the ecosystem by building on its three-pillar framework; empowerment, education and environment.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/graph.jpg?itok=A_UEtkRT
English news most benefited genre in Chrome DM week 50

MUMBAI: With a growth of 1.29 per cent as compared to last week (49), the English news genre marked the highest opportunity to see (OTS) among all categories in week 50 of Chrome Data Analytics & Media.  In the English news genre, Loksabha TV gained the highest OTS with 98.2 per cent in six...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/18/sanjay.jpg?itok=8d58yBIJ
Sanjay Gupta on executing the new tariff regime, Star India’s strategy and channel pricing

Star India MD Sanjay Gupta is a veteran of many high-stake battles. The one he’s currently battling could be long drawn, unpredictable, unlike anything he’s encountered before and potentially his toughest in a while. However, as India’s broadcast bosses put their heads down to implement TRAI’s new...

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/17/image008-ipl.jpg?itok=0RDGIKLf
Star Sports curates a special line up of programming shows for VIVO IPL 2019 Player Auction

The forthcoming VIVO IPL 2019 Player Auction promises to be an unparalleled spectacle with Star Sports, the official broadcaster of the tournament geared up with a special line up of programming shows for all the cricket fans across the country.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/17/uday.jpg?itok=NPc_M8rc
Uday Shankar elected FICCI VP for 2018-19

Adding another feather to his cap, 21st Century Fox Asia president and Star India chairman and CEO Uday Shankar has been elected as the vice president of the Federation of Indian Chambers of Commerce and Industry (FICCI) for 2018-19.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories