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General News Sanjeev Kapoor’s FoodFood channel to go FTA in order to increase reach
MUMBAI: Sanjeev Kapoor-promoted Turmeric Vision’s FoodFood channel is all set to go free to air (FTA) from 11th July. The channel wants to increase its reach by going FTA.

“We are going FTA from 11th July as we want to increase our reach and target more viewers,” Sanjeev Kapoor told

Kapoor stated that distribution is the biggest challenge for niche broadcasters like FoodFood. He also noted that food is a popular category whose growth is getting stifled due to distribution related challenges.

“In terms of viewership, the food category is doing pretty well. The viewership, however, is concentrated in metros. The category will grow if the distribution related issues get sorted,” Kapoor.

He also pointed out that food is an extremely important category on digital platforms like Facebook and YouTube. According to Kapoor, digital doesn’t have any entry barrier, unlike television.

“In digital, there is no entry barrier as even a small content creator can become big. However, in television one needs to be big to survive. Whether it’s television or anything else, the world is not fair to smaller people,” Kapoor lamented.

He also noted that the life of niche broadcasters has not changed in the new regime despite the fact that consumers have the choice to pick and choose channels, unlike the previous regime.

When asked if the growth of niche channels like FoodFood is constrained due to the fact most Indian homes are single TV, Kapoor responded in the negative by stating that the food channels attract most of the viewership in the afternoon whereas other categories get viewership during the prime-time from 6-11 pm.

He also reiterated his point that the niche channels like FoodFood suffer to the distribution barrier. He also noted that the menace of carriage fee continues to be the bane of niche channels. “Unless we get carried, how will people get the opportunity to watch our channel. So distribution is one of the biggest challenge for us,” he averred.

As part of its strategy to strengthen distribution, FoodFood is also looking at DD Free Dish, which has an estimated reach of 3.5 crore homes. “However, the reserve price of DD Free Dish is too high for a niche category like food. Unlike devotion, Prasar Bharati has not reserved slots for niche channels,” he added.

Kapoor said he has taken it upon himself to convince the I&B ministry to reserve slots for niche channels on DD Free Dish at an affordable reserve price. “Food channels also promote culture and local customs and traditions. Therefore, they need to be treated better,” he stated.

While noting that the current environment is tough for niche broadcasters, Kapoor added that the plan to launch FoodFood Tamil is still on the table.

Airtel Digital HD Recorder / Kerala Vision Digital TV
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