Television

Living Foodz draws up an appetising menu: website, app, new shows

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/04/20/Living%20Foodz.jpg?itok=kZ7MlFW8

MUMBAI: Essel Group's international food and lifestyle channel, Living Foodz, had hit Indian television waves in September 2015. The channel is already riding on a wave of success within 7 months of its launch. Apart from curating 100 hours of original content for the Indian market, Living Foodz will roll-out its website in May, while the application will launch by June this year. The channel plans to create a marketing buzz within 30 to 60 days. Living Foodz is also looking at converting into HD by the end of this financial year and has already applied for a few licenses and is waiting for approvals.

“Converting Living Foodz into HD is definitely on the agenda. We have already applied for a few licenses. In any case, 100 per cent of our programming is in HD but as far as the audiences are concerned, the HD penetration is still limited. Business viability and economics dictate that you have a good enough audience reach to justify advertising revenue. It will have to be an optimum and improvement call at an appropriate time for us to decide whether we should create an additional HD channel or go solo HD”, revealed Zee Entertainment’s Living Group APAC and India CEO Piyush Sharma.

The channel believes that producing original content plays a pivotal role in ensuring enhanced reach. With many channels lying on content library and syndication, Living Foodz stresses on making quality content to enhance brand equity and hold audiences.

As reported earlier by Indiantelevision.com, under the Living Entertainment umbrella, the group will unveil its other new channel Living Zen, which it plans to launch in the third quarter. Focused on health, wellness and happiness, it is likely to be followed by the launch of Living Rootz, Living Homez and Living Travelz every quarter thereafter.

Living Foodz claims to have a 40 per cent market share in the lifestyle genre and will continue to focus on food as its strong component for content. To strengthen its footprint in the lifestyle space, the channel has announced a new show Sunday show Ganga:The Soul of India. Bollywood actress Dia Mirza will make her debut on TV with this new offering. The show will launch on 1 May 2016 and will air at 12 noon with a repeat telecast at 7 pm on the same day. The one hour per episode 10 episode show will see Mirza narrating the multi-faced story of the Ganges as she travels through many towns along the majestic river.

Promising to give viewers a peek into the legacy shaped by India’s longest river, the show has bagged Airtel 4G as title sponsor and Gowardhan Ghee as co-powered by sponsor, while American Tourister is the travel partner. The travel food documentary will explore every part of what the river has to offer, including the people, history, mythology, anthropology, adventure, music and the cuisine.

“Quality of content is very important to attract viewers as well as advertisers on any show. The reason why we have these sponsors on board is because of our ambitious content. Travelling is an enriching experience that often remains etched in our memories forever. Ganga: The Soul of India will give our viewers a never-before opportunity to experience the culture, history and cuisine offered along the banks of the sacred Ganges through the eyes of Dia Mirza, who is an ardent traveller. We could not think of a better concept and host to marry the ideas of travel and culture in the Indian context,” said Living Foodz business head Amit Nair.

“It is impossible for me to encapsulate in a sentence the boundless joy, the learning, the discovery, the adventure Ganga: The Soul of India has brought to my life. For those seeking to define the idea of India, this is the journey to be a part of!” said Mirza.

The show allowed her to combine her passion and love with professional experience, added Mirza. She also said that while the show was a deeply spiritual and inward journey, it was also physically challenging. This was especially true in higher terrains.

“Before this, I had said no to reality shows and the typical formats that actors get offered. I want people to make their own roadmap. Slow travel gives you a personal, warm and an enriching experience. TV gives you the opportunity to present yourself as who you are. The show encompasses all that I wanted to explore and do,” she said further.

It has also launched a coffee table book amalgamating the entire journey of Mirza and the team from Gomukh in the Himalayas to the Gangasagar delta where it meets the Bay of Bengal.

“The numbers speak for us. One of the key reasons why people watch us rather than any other channel is because we create original relevant content set in context for our viewers. All our shows have a deeper connection with the audience which leads to more viewer engagement and time spent. As far as creating original content in the factual space goes, I think we are the leaders making the largest amount of factual entertainment content,” added Nair.

As far as the marketing goes, Ganga: The Soul of India will be cross promoted on the other channels under Zee Network. The show will be primarily displayed on TV and digital platforms while the channel has also planned more specific market activities like the book launch.

With a strategically shaped business road map, it will be interesting to see how this new feature in the growing factual entertainment genre can retain its dominance.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/pawan.jpg?itok=WS_S8eFG
Pawan Soni quits National Geographic

NEW DELHI: Pawan Soni, VP, head of programming & marketing has moved on from National Geographic.  At Nat Geo, Soni was responsible for overall P&L and building the network's content and marketing strategy along with overall business affairs. He spearheaded many campaigns involving various...

Television TV Channels People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/nt.jpg?itok=3sjoyVht
Indian news industry to discuss prime trends & concerns at NT Awards 2020

NEW DELHI: The 2020 edition of Indiantelevision.com’s News Television Awards (NTA), co-powered by TVU Networks, a unique property celebrating the best of news television content, marketing, and faces on-screen and off-screen as well, will begin Thursday, 29 October 2020 with a two-day-long summit...

Television TV Shows Awards
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/chrom_0.jpg?itok=oBsvKls7
Chrome DM week 42: Youth genre emerges as top gainer

NEW DELHI: Youth genre is the top gainer for week 42, 2020 of Chrome Data Analytics and Media data, with a strong growth of 4.01 per cent. In this genre, MTV has gained the highest OTS with 89.6 in the HSM excl < 1 market. OTS is the actual census-based percentage connectivity of a channel...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/r.jpg?itok=co2hDAcN
Panorama Studios hires Rajat Goswami to lead new stream films & acquisitions

MUMBAI: Panorama Studios has appointed Rajat Goswami as head of new stream films & acquisitions. Goswami is a renowned name in the film festival circuit and has worked in tandem with numerous reputed production houses. Under Rajat's leadership and the guidance of Panorama Studios Distribution...

Television Production House Post Production
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/zee.jpg?itok=yTdbisrD
Zee Telugu celebrates 10th Zee Telugu Kutumbam awards amidst glitz and glamour

MUMBAI: After nine successful years of entertaining the audience, Zee Telugu returned with the tenth edition of Kutumbam Awards 2020. It was a glorious evening in Hyderabad where the red carpet was rolled for the Zee Telugu family to felicitate them and celebrate the exceptional talent in the Zee...

Television TV Channels Regional
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/m.jpg?itok=vk4_XMGt
Epic TV launches new season of Regiment Diaries

MUMBAI: Epic TV is back with the second season of its Indian Army docuseries Regiment Diaries. An Epic original, the series is more than a compilation of war stories but a visual tribute to the valiant men and their regiments who continue to honour the dignity of their duty towards the motherland....

Television TV Channels English Entertainment
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/28/sudharsahan.jpg?itok=-NSZsnl6
PIL moves Delhi HC to prevent news channels from preaching communal disharmony

NEW DELHI: A PIL has been filed in the Delhi high court in reference to the recent episode aired by Sudarshan TV on its programme Bindas Bol around the subject of the controversial Tanishq ad. The episode was aired on 12 October on the channel and talked about how the jewellery brand’s campaign was...

Television TV Channels News Broadcasting
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/tv18-b.jpg?itok=MRoLGpGg
TV18 Broadcast reports Rs 115 crore Q2 net profit

NEW DELHI: TV18 Broadcast Ltd has reported a net profit of Rs 115 crores for the quarter ended 30 September 2020, up from Rs 46 crore in the same quarter in the previous year. The consolidated operating revenue for Q2 21 fell 10 per cent y-o-y and stood at Rs 1,013 crore against Rs 1,127 crore for...

Television TV Channels Viewership
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/10/27/repl.jpg?itok=OBEe3CJD
No business dealings with Republic TV: Hansa Research

NEW DELHI: In the latest development in the TRP manipulation scam, Hansa Research has denied the charges of making a payment of Rs 32 lakh to Republic TV, levelled against it by the Crime Branch spokesperson. The agency has categorically stated that there have been no business dealings with...

Television TV Channels News Broadcasting

Sign up for our Newsletter

subscribe for latest stories

* indicates required