Discovery Communications acquired a majority stake in celebrity chef Sanjeev Kapoor-promoted Turmeric Vision which owns and operates pay-TV network, FoodFood etc.
Broadcasting firm Discovery Communications today acquired a majority stake in celebrity chef Sanjeev Kapoor-promoted Turmeric Vision, which owns and operates pay-TV network, FoodFood and its digital products for an undisclosed sum.
“Discovery’s investment in FoodFood underscores its strategy to deepen and expand 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,” the company said in a statement.
Commenting on the acquisition, Discovery Networks Asia-Pacific President and MD Arthur Bastings said, it boosts the company’s presence in an important market like India and broadens portfolio by adding a category of content that people love.
“We look forward to deepening FoodFood’s engagement, particularly in digital and widening its community outside India,” Bastings added.
Sharing his views on the development, Kapoor said: “This partnership will strengthen FoodFood’s reach and affinity with consumers, advertisers and distributors.”
Discovery said it will tap into the growing appetite for food programming amongst women across India and 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,” the statement added.
Launched in 2011, FoodFood is available on leading DTH and cable platforms across India and markets like UAE, Canada and USA.
Discovery has been present in India for the last 20 years. It currently operates 11 channels in the country including Discovery Channel, Animal Planet, TLC, Discovery Kids, ID-Investigation Discovery, Discovery Turbo, Discovery HD World, TLC HD World and Animal Planet HD World