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General News Sanjeev Kapoor’s Turmeric Vision plans to launch two new channels

MUMBAI: Following the exit of its key investor Astro and an unsuccessful acquisition deal with Discovery Communications, Sanjeev Kapoor’s Turmeric Vision, which owns and operates food and lifestyle channel Food Food, has lived to tell the tale.

Having braved the storm, the celebrity chef owner is focussed on expanding the single channel company to a full-fledged TV network.

Turmeric Vision is planning to enter the Tamil market which will mark its long overdue entry in the regional market. It is planning to launch a high definition (HD) channel to target upmarket audience on the distribution side. Both the launches are planned for 2019.

The company has applied for licences to the ministry of information and broadcasting for launching the two channels.

It has started preparing for the launch by dubbing its existing shows in Tamil. The channel will focus on dubbed shows for the Tamil and after gauging the market response, it will look at creating original shows.

Kapoor said, “We have already started dubbing in the Tamil language. We will start with language feed. Infact, we have even filed for launching the HD feed. So we are looking into expansion. On the regional front, we will begin with dubbing shows, I don’t want to rush into things.”

While the regional channel is still some time, it will gauge the market response through a Tamil audio feed in partnership with direct to home (DTH) platforms.

“First, we will see the market with the audio feed and gauge the response we have already spoken to DTH players because it is easier to get data from them and hopefully next year we will launch the Tamil channel,” he stated.

Food Food was launched in 2011 by television company Turmeric Vision as a joint venture between Sanjeev Kapoor and Malaysia’s cross-media group Astro All Asia Networks (Astro). However, in 2016 Astro exited the company.

The plan of entering into the Tamil market was always on the cards ever since Food Food was launched. “We always were interesting into Tamil market. In fact, right from day 1 when we launched Food Food, I was very keen on launching two Food channels. Our JV partner wanted to launch four channels. However, I said that two should be food channels.

We had the whole presentation we even registered the name, Samayal Samayal, so it is not now eight years ago, it was decided,” Kapoor said.

Creation of original IP is another area of focus for Kapoor. As part of this plan, the broadcaster is planning to launch a new show ‘Veeba Cook Off’ which will go on-air from 26 January every Friday at 2.30 pm and 8 pm. It will be a 30-minute show which will have a winner in every episode. It will feature trainee chefs from culinary schools who will compete for the title.

The show will be judged by Kapoor and hosted by Amrita Raichand. Known personalities such as Perizaad Zorabian, Sharad Kelkar, Hariharan and Renuka Shahne amongst others will also be part of the show.

Airtel Digital HD Recorder / Kerala Vision Digital TV
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