Discovery Invests in Indian Food Network

LONDON: Discovery Communications has picked up a majority stake in Turmeric Vision, the company founded by Indian culinary celebrity Sanjeev Kapoor that runs the FoodFood pay-TV network, among other assets.

FoodFood, which targets the growing appetite for culinary content from women viewers in India, is 100 percent focused on local programming. As brand ambassador and minority investor, Sanjeev Kapoor will continue to star in and produce programming for the channel, which is carried on platforms across the country. Turmeric Vision will be managed as part of Discovery Networks Asia-Pacific, which will take on ad sales for the channel.

“Discovery’s investment in FoodFood further boosts our presence in this important market and broadens our portfolio by adding a category of content that people love,” said Arthur Bastings, president and managing director of Discovery Networks Asia-Pacific. “We are excited to partner with the exceptionally talented team, including culinary guru Sanjeev Kapoor, who singlehandedly revolutionized the food television genre in India. Sanjeev’s creative flair and personality combined with Discovery’s content and operational expertise is the perfect recipe for FoodFood’s evolution. Food is no longer just fuel for the body; it has become a social currency that is appreciated universally. We look forward to deepening FoodFood’s engagement, particularly in digital, and widening its community outside of India.”

Kapoor noted: “FoodFood is widely admired for its highly relevant, topical, varied, entertaining and delectable programming. I am delighted to become a part of the Discovery family and I am confident that this partnership will strengthen FoodFood’s reach and affinity with consumers, advertisers and distributors.”