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General News Living Foodz boosts investments, explores new formats
[Image: Living-Foodz-Logo-main.jpg]MUMBAI: Lifestyle channel Living Foodz is looking not just at new shows but also at new concepts and formats to strengthen its position in the genre.

The channel, which recently launched an HD feed as well, has been increasing content investments.

Talking to, Living Foodz VP and business head Amit Nair notes that new formats as well as exploring subjects from a different angle are important. “We have increased investments by about 70% in programming over last year. The major shows coming up for the festive season include ‘Meethi Masti’, ‘Offbeat Australia: Rocky and Mayur’, ‘Utsav…Thalis of India’, and ‘Your Dream Kitchen’.”

*‘Meethi Masti’: Further exploration of the North Indian cuisines, this time on the sweeter front with Chef Ranveer Brar. This is a 13-part series, each episode having 3 unique desserts from the various regions of North India

*‘Offbeat Australia, Rocky and Mayur’: The inimitable travellers make unique pit stops in Australia including the unexplored and hidden northern territories and experience various offbeat activities, people, cuisines and events.

*‘Utsav…Thalis of India’: This is a never-before-done series on India and its unique eating culture. The series featuring Chef Kunal Kapoor will explore in detail the history, culture, ingredients and hero dish of the thali.

*‘Your Dream Kitchen’ is an exploration into what goes into making a dream kitchen.

In terms of new formats, Nair points out to FF, which was Asia’s first food truck reality show, weaved in episodic set-ups. “In the pipeline is a series with the greatest living chef in India and his unique approach to food. ‘Utsav…Thalis of India’ is again a unique journey into the culinary history, heritage and practice of eating in India. There are a couple of other ideas in the pipeline that are extremely interesting but at too early a stage to be discussed.”

He further explains that HD for the channel was always a promise of more varied and premium content. “To match up to that promise, we have 5–6 international shows that will add a global flavour to the channel.”

On the ad front, the major advertisers are Marico, Titan, Deoleo, Capital Foods, Suzuki, Bharti Airtel and Tata Chemicals. “All brands are keen on associating with the LF platform for the lifestyle content. The biggest draw for most advertisers is the fact that we are able to amplify their communication more than any other platform. This is done through communicating brand attributes subtly through content integration. Living Foodz also offers the possibility of creating customised AFPs, vignettes and other short formats. These solutions offer far greater value than the conventional 30-sec spot,” he says.

In terms of Living Entertainment launching more channels now that the company has received licences, he points out that the company keeps reviewing opportunities depending on business outlook and will announce it as soon as the plans are firmed up.


Airtel Digital HD Recorder / Kerala Vision Digital TV
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