Claiming the title of the most gastronomically loaded lifestyle and entertainment concept available across TV, mobile, web etc – a 360 degree brand on the world of food, Sanjeev along with Raghavendra Madhav of Astro All Asia Networks announced the launch of the channel that will be on air today. The channel has obviously scored a double whammy with Sanjeev and Madhuri on board.
Sanjeev said, "Food is not only about calories and taste, it's about having fun, enjoying life with food around which the family and friends gather." Madhuri added, "I'm extremely excited about this gastronomical-cum-lifestyle concept. I'm looking forward to contributing as its Lifestyle Ambassador."
With the concept of cooking, food and food-lifestyle, the channel aims to be all things food. Not only does it have it's very own Food Editor — renowned chef Rakesh Sethi (with over 28 years experience across Taj SATS, Oberoi and Intercontinental hotels), it has also roped in several Indian celebrity chefs (Nitin Tandon, Shantanu Gupte, Anurag Bali, etc).
Said FoodFood COO, Karthik Lakshminarayan, "The channel is not just about stand-and-stir kind of shows, it will feature programming that is compellingly interactive." Targeting the middle-class Indian in urban towns and cities as its core audience, the channel will produce and package all its content in India. Shows like Firangi Tadka, Sirf 30 Minute, Sanjeev Kapoor's Kitchen, Chef ka Muquabla and Ready Steady Cook will be aired
Those associated with the channel promise that with food available across multimedia platforms like TV, web and mobile, food is all set to become the new entertainment. Raghavendra added, "We are here to provide Indian viewers their very own khushi ki recipe!" The channel will be available in both analog and digital formats pan India .