AgTalk | I have enjoyed every role that has come my way: FoodFood's Sanjeev Kapoor

For someone who made cooking fashionable thus giving it the due respect and inspired so many young men and women to choose the profession of a chef with glee.

Kapoor, launched Sanjeev Kapoor's Khazana in 2010 which is his line of ready-to-cook meal, and has released numerous books, CD-ROM's to instruct his fans and food lovers with his recipes. Last year, in January 2011, he launched his own 24x7 food channel named "FoodFood'.

The "FoodFood' channel is a High Definition TV channel dedicated to food, which has actress Madhuri Dixit as its Brand Ambassador for Lifestyle Aspects and Sanjeev Kapoor himself is the Brand Ambassador for Food Aspects.FoodFood, is partnership between the Malaysia-based Astro group and Chef Sanjeev Kapoor's Turmeric Vision and Mogea group.

Food Food celebrated its successful completion of one year and on this occasion, Kapoor shared his experience, being an entrepreneur with Adgully, and also gave us insight about how he is looking forward to year 2012.

Adgully (AG): From being a celebrity Chef to an entrepreneur how has been the journey for you?

Sanjeev Kapoor (SK): The experience so far has been very good. In a sense, it has been like a dream because not many people believe that a 24-hour channel dedicated to food and lifestyle can work in this country. But the response so far has been fantastic for our channel. Rather, it has been more than the response to established channels. In terms of viewership, we are three to four times higher than the channels that have been there for years.

AG: Some of the challenges that you have faced in the last one year after launching "FOODFOOD'.

SK: There was always a huge market to explore through food, which remain marginalized for long. It took some time to convince broadcasters and advertisers about the importance of food and lifestyle and an emerging market in India. But today the cynicism amongst everyone has vanished with the success of the channel and looking at the current demand for food related shows on television.

AG: What you did differently to be successful and garner eyeballs in this genre?

SK: FOODFOOD is not only a food channel. It's a lifestyle channel themed around food. Food on TV is no longer just about stand & stir cookery shows. The viewer has changed - he demands richer content, a wider range and more innovative programming ... even in the realm of food.

He continued, Shows like Chef Se Hai Muqabla and Ready Steady Cook are game show formats. Stars ka Tadka allows viewers a glimpse into the world of celebs and their food. Ladies First takes food to another level, where it focuses on using food as a representative of one's lifestyle. Mummy ka Magic is the show that helps mothers creates healthy, mouth-watering dishes for fussy kids of all ages. Chef Rakesh Sethi teaches the viewer's how to make innovative and easy dishes that are perfect with chai and make great and nutritious Snacks from Indian to fusion. The channel also had its biggest culinary reality show Amul FOODFOOD MahaChallenge that ended late last year. It was a show that presented a kitchen as the battleground for the sexes to compete against each other based on their culinary skills.

AG: How have the advertisers responded to the channel? Name some key advertisers.

SK: The food genre today is what news and GEC were a few years back. This speciality genre is not only a natural fit with consumers (given the love we Indians have for food), it also allows a high degree of interactivity and entertainment. Both of which the consumer today seeks from the media. It took some time for the advertisers to understand the potential of food and food lifestyle platforms. But today, advertisers are more than willing to spend on this category.

SK: I have enjoyed every role that has come my way. Like each new day, each role has been dear to me and there have been a different experience altogether. I would like to continue in the same momentum and do things that delight me. | By Ranjana Gupta [ranjana(at)adgully.com]