Discovery to become majority partner in Sanjeev Kapoor's FoodFood

Discovery Communications today announced an agreement to partner with culinary celebrity Sanjeev Kapoor by acquiring a majority share in Kapoor’s Turmeric Vision, which owns and operates FoodFood channel and its digital products.

Discovery’s investment in FoodFood underscores its strategy to deepen and expand its presence in India to grow audience share across all screens, and to complement and strengthen its existing portfolio of female and lifestyle brands, including TLC and ID. Tapping into the growing appetite for food programming amongst women across India, Discovery plans to support FoodFood’s 100 per cent focus on local programming and products, and to drive further value from the ongoing digitalisation of India. Discovery has also agreed to sell FoodFood’s advertising, effective immediately.

Kapoor will continue to star in and produce programming for FoodFood as its brand ambassador, and will remain a minority shareholder in the business.

Arthur Bastings, President & Managing Director, Discovery Networks Asia-Pacific, said, “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. We are excited to partner with the exceptionally talented team, including culinary guru Sanjeev Kapoor, who singlehandedly revolutionised 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,” Bastings added.

Sanjeev Kapoor, Promoter, Turmeric Vision, said, “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.”

Turmeric Vision will be managed as part of Discovery’s Asia-Pacific region led by Bastings. Completion of the transaction is expected to occur in the coming weeks, subject to regulatory approvals.

Launched in 2011, FoodFood is available on leading DTH and cable platforms across India. It has a strategic and growing presence amongst the Indian diaspora across the world, which includes the UAE, Canada and the US. The channel’s content is also viewed on its FoodFood App, YouTube Channel and website www.foodfood.com. The brand has a wide following on social platforms, including Facebook, Google Plus, Twitter and Instagram.

FoodFood’s marquee shows span a diverse range from regional Indian food to international cuisines, from health recipes to herb-infused cooking and from kids’ meals to tea time snacks. ‘Sanjeev Kapoor’s Kitchen’ features his top 100 recipes, including his signature dishes. ‘The Fit Foodie’ presents low-calorie, delicious and contemporary recipes. ‘Style Chef’ features simple, exotic and unusual recipes using appliances and resources readily available in every Indian kitchen. ‘Hi Tea’ focuses on effortless, fool-proof recipes guaranteed to enrich family evenings.

Discovery currently operates 11 channels in India: Discovery Channel, Animal Planet, TLC, Discovery Kids, ID-Investigation Discovery, Discovery Science, Discovery Turbo, Discovery Tamil, Discovery HD World, TLC HD World and Animal Planet HD World.