Essel Group's Living Entertainment will launch five new infotainment channels in India. Living Foodz, first one from the bouquet will start beaming from September 11. The other three channels are Living Homez, Living Rootz and Living Travelz. Zee Living, a wellness and lifestyle channel and already available in international markets, will be also launched here.
Living Foodz is a foodtainment channel which will specialise in exploring evolving social status of food; moving out of the confines of the conventional kitchen into a world of entertainment and adventure with food.
Having food at its core, Living Foodz will explore different perspectives towards food and the way it touches people - from lifestyle, travel, wellness to food infotainment and reality. The channel will be available across all DTH providers like Dish TV, Tata Sky, Airtel, Videocon and all other leading cable networks in dual feed Hindi and English.
Living Entertainment in India will be an extension of the Living network belonging to Essel Group which already exists in the international markets.
For the Indian market, Living Foodz will be the international food & lifestyle channel that will have a universal feel; which will appeal to the new age Indian. This foodtainment channel is targeted at both men and women across all age groups in urban digital households.
The core audience set would comprise of well-travelled & connected people with high interest. Within a year, Living Foodz will be available across countries worldwide producing global food content for global audiences. Eminent celebrity chefs and food personalities like Ranveer Brar, Gautam Mehrishi, Rocky & Mayur, Vicky Ratnani, Kunal Kapur, Rakhee Vaswani will show their skills through different shows.
Speaking on the new initiative, Subhash Chandra, Chairman, ZEEL and Essel Group said, “We are very proud to present Living networks in India. This is yet another endeavor from our group to bring the world closer through entertainment. Living is all about global mindsets and experiences."
Living Foodz will have 12+ hours of original programming (in the first week). Some of the prime-time shows are Food Xpress, Chef on Wheels, Vickypedia, Pickle Nation, Good Food America, Peggy’s Kitchen Cures.
Helios media has been roped in for providing advertisement revenue and Scarecrow communications as the creative agency for the channel. Living Foodz will also create various on ground and consumer connect initiatives to draw in a stronger resonance.