Alva Brothers to Roll Out Lifestyle Networks in India

NEW DELHI: Alva Brothers Entertainment has unveiled the Real Lifestyle Network, which will encompass a bouquet of lifestyle channels dedicated to the Indian market.

The first offering is FOOD first, to launch in early 2011 as India’s first and only channel dedicated exclusively to food and food-related experiences. FOOD first is scheduled to launch in early 2011, to be followed by other channels in the lifestyle genre over the next year.

Nikhil Alva, the group CEO of Alva Brothers Entertainment, said, “The Real Lifestyle Network will offer Indian consumers a bouquet of clutter breaking, well differentiated channels with incredibly compelling and entertaining content married to world-class production values. With FOOD first and the channels that are to follow, we’re going about building new broadcast categories that will set benchmarks for value, quality, relevance and entertainment for Indian consumers”.

Manisha Tripathi, the business head at Real Global Broadcasting, added, “Food is universal in appeal and is increasingly becoming an expression of one’s lifestyle, therefore the first launch, FOOD first is dedicated to food. In sync with the times, we are also building strong extensions in the digital media, including web and mobile, to stay connected with the target group that is wired in to the new media.”