MUMBAI: FoodFood, food lifestyle channel, has got on-board a creative media professional Ruchir Joshi to head the content of the channel. Joshi’s role will be to conceptualise and execute the cutting edge content that speaks to a global audience.

FoodFood CEO SK Barua believes that he comes with a proven track record of leadership and the company is pleased to have a content head with his experience to drive the channel’s growth and profitability. “We are extremely happy to have attracted a talented executive like Ruchir for programming, overlooking on air promotions and supporting new media. We look forward to his success in this new role.”

Joshi, who comes with a 17 years experience, stated that the opportunity to head the channel content interested him. He feels the key is to discover what food lifestyle means in its cultural context and then be able to make original content that is not a poor ‘me too’ of the west.

 
Prior to this, Joshi was a co-founder and promoter of ‘Via Earth’ that made TV shows that have aired on broadcasters like BBC, CNN and Discovery. He has also done shows for channels such as Zee Cafe, Star One and Filmy. Having a vast experience of over 17 years, he has led all aspects of programming including acquisition, commissioning, syndication, scheduling and production.