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Breaking News : Zee names food channel Khana Khajana; launch on 8 Dec
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Zee Entertainment Enterprises Ltd (Zeel) has firmed up plans to launch its food channel, Zee Khana Khazana, on 8 December.

Khana Khazana, coined from the popular show of Zee TV of the same name which was presented by Chef Sanjeev Kapoor, will be the first dedicated food channel to launch in India.

The channel will fall under the ambit of Zeel niche channels (Zee Café, Zee Studio, Zee Trends, Zing and ETC) head and chief revenue officer Joy Chakraborthy. Anurag Bedi, who reports to Chakraborthy, is the business head of these channels.

The company has fixed the pricing of the channel at Rs 15. “It will be a pay channel costing Rs 15. It will be a subscription-led channel. There is also scope for roping in advertisers from different categories,” says Chakraborthy.

Zee Khana Khazana will be a Hinglish channel, with predominantly Hindi content.

The market will soon see the launch of two more food channels – Real Lifestyle Network’ Food First (from Alva Brothers) and FoodFood (JV channel between Malaysia-based Astro All Asia Networks and Sanjeev kapoor’s Turmeric Vision).

So how will Zee Khana Khazana be different?

Says Chakraborthy, “We will air a good collection of international as well as domestic cuisines. We already have over 6000 hours of content. We also have our network strength.”

Zeel expects the channel to break even in two years. “We will be controlling the costs. We should achieve break even in two years,” Chakraborthy avers.

The channel will be launched first on Dish TV (channel No 102), the direct-to-home (DTH) company from the same parent. "We will first ensure digital distribution," says Chakraborthy.

Chakraborthy believes that with competition, the market will grow. "It is not just females but also males that will hook on to the channel. We expect to grow the category," he says.

Will Zee Khana Khazana air reality shows? "Once we get a good base, we will air reality shows," says Chakraborthy.
itv.com
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