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General News Living Foodz draws up an appetiising menu: website, app, new shows
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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.


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