Television

×

GST fails to spoil Food Food's party

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2018/01/13/Sanjeev-Kapoor.jpg?itok=HZbMblZ2

MUMBAI:  When largely all television channels were struggling in the aftermath of the goods and services tax (GST) implementation, Food Food channel remained insulated from all the brouhaha. Celebrity chef and promoter Sanjeev Kapoor, speaking to Indiantelevision.com, said that the channel he co-founded saw no adverse impact of the tax that has been the bane of existence of many media companies.

The food content channel is run by Turmeric Vision Private Ltd, a joint venture between Kapoor, Astro Overseas Ltd and Mogae Consultants.

“Bigger channels might have been impacted but not us,” he said. Food content is always on people’s minds even as male viewership has been increasing as the taboo of men entering the kitchen is fading away. “The primary viewership today isn’t always female. There is great interest from the male audience, too, which wasn’t the case earlier.”

Unlike other content such as automobiles or sports, food is a universally loved topic. Everyone relates to it and food lovers will especially gobble it up. He said that India had three types of entertainment preferences–Bollywood, cricket and food, which wasn’t very hot until recently.

According to media reports in 2016, the network saw an investment of around $30 million (around Rs 180 crore) and had incurred operating loss, which kept reducing year-on-year. The company achieved break even in financial year 2016-17. “We are confident that 2018 will be far better than 2017,” he said.

Kapoor dismisses the idea of constantly thinking of improving a channel’s ratings and repackaging shows in order to ramp up viewership. Instead of calculating the impact via ratings, the channel focuses on reaching relevant homes. “If we want to be in the top of ratings chart, we will have to create the next Naagin of food and we don’t want to do that. We want to stay focussed on our content, which is more trust centred. So, the ratings are relatable for general entertainment channels (GECs) but our relevance is towards more advertisers.”

Digitally, Food Food looks at recipe-based content while TV is all about storytelling. Although Kapoor admits that over-the-top (OTT) platforms are important, the channel doesn’t have any app-specific content yet. Instead, the channel’s social media is very active. Moreover, Food Food has associated with SonyLiv and Jio for providing live shows to the platforms; in three months, Kapoor said, the company will analyse the results and decide the future roadmap. Partnerships with two more undisclosed OTT platforms are on the anvil.

Food Food was the first channel to go high definition (HD) in India. The channel is aware that standard definition (SD) is still more prevalent in the country and, therefore, also distributes its content in SD.

Food primetime is 1 pm to 5 pm and 8 pm to 11 pm. Kapoor believes that in the food genre, it is not the celebrity chefs behind the channel’s success but is the channel that makes the chef a star.

Food Food already has presence in the US (Dish Network), Canada, the UAE and Qatar and owns the IP rights to over 2600 hours of programming. It has also syndicated around 1000 hours of programming internationally to the likes of airlines, news channels in South India and to Colors in the US.

Also Read: Chef Kapoor-promoted Food Food bolsters ops with Amagi Cloudport

Food content dominates viewership on lifestyle channels

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/24/KASHIR.jpg?itok=Yra6mb6C
DD Kashir sees 50% increase in viewership from J&K between 5-16 August

After the abrogation of article 370 in Jammu and Kashmir, there have been speculations all over the media about communication blackout in the valley. Commenting on the issue, Prasar Bharati CEO Shashi Shekhar Vempati said between 5 to 16 August, Kashmir’s TV channel DD Kashir saw 50 per cent...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/barc_0.jpg?itok=D9gPIX65
BARC week 33: Vimal Elaichi Pan Masala top brand

MUMBAI: The Broadcast Audience Research Council (BARC) India has released its data for top advertisers and brands for the period between 10 August 2019 and 16 August 2019. The data reflects top 10 advertiser and brands across genre on Indian television, including OOH screen, (U+R): 2+, Individuals...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/sony.jpg?itok=ndXr-dy1
Football fans gear up for Serie A, the top-tier Italian football league on Sony Pictures Sports Network

MUMBAI: The upcoming season of Serie A will be the 118th season of top-tier Italian football and fans can expect nothing less than non-stop nail-biting action from August 24, 2019 to May 24, 2020 live and exclusive on SONY TEN 2 and SONY TEN 2 HD channels.

Television TV Channels Sports
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/VH1.jpg?itok=Jb0IBHao
Witness the women in music dominate the 2019 Video Music Awards, exclusively on Vh1

MUMBAI: The 2019 Video Music Awards couldn’t get bigger, as Ariana Grande and Taylor Swift vie for the prestigious ‘Moon Person’ statue with nods in 10 categories each, Jonas Brothers make a grand return to the VMA stage, a sparkling stage debut of sensational Camila Cabello and Missy Elliott...

Television TV Channels Music and Youth
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/hasbro.jpg?itok=tFJOehPN
Hasbro to acquire Entertainment One for approx $4 bn

Hasbro is set to acquire Entertainment One (eOne) in an all-cash transaction valued at approximately $4 billion. The deal enhances Hasbro’s brand portfolio, which includes My Little Pony, with the global preschool brands Peppa Pig and PJ Masks, as well as a slate of additional brands under...

Television Production House Fiction
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/Kesari.jpg?itok=19J9cwD9
Zee Cinema's 'Kesari' is highest-rated premiere on Independence Day

The World Television Premiere of Kesari on 15 August on Zee Cinema has set a new benchmark across the Hindi movies cluster making it No.1 in the category. The historic war drama garnered 15.6 Mn impressions as per BARC data for Week 33 for 2+ audiences in HSM Urban + Rural markets and is one of the...

Television TV Channels Movie Channels
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/alic.jpg?itok=IxfzlSQI
Sony SAB celebrates 'Khushiyon Ke Sab Sizes' with its latest show 'Tera Kya Hoga Alia'

Sony SAB broadens its slate of shows with its exclusive brand-new offering, Tera Kya Hoga Alia. This one-of-a-kind yet highly relatable story traces the insecurities and concerns faced by the protagonist, Alia and showcases the journey of the married couple, Alia and Alok, who were high school...

Television TV Channels GECs
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/BARC_800_0.jpg?itok=2SC8Edra
BARC week 33: Sony SAB moves to second position on pay platform

Sony SAB has grabbed the second position in week 33 of BARC India ratings on pay platform with 614,772 weekly impressions (000). Last week Zee TV was seen at the second position which has moved down to third position. Even Sony Entertainment Television has moved at fourth position from fifth in...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/08/23/BARC_800.jpg?itok=j8b-uOJr
BARC week 33: Zee Bangla Cinema replaces Colors Bangla

In the regional space, Colors Bangla which had entered the list of top five Bangla channels in week 32 got replaced by Zee Bangla Cinema this week. Even in Telugu segment, Star Maa movies replaced Gemini Movies at fifth position.

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories