FOOD SHOWS ON TV

I read the following article on the website of SCREEN-my favourite magazine for my daily Bollywood fix :

Sizzling Screen 

Somya Lakhani, Posted: Dec 13, 2010  

In the summer of 1993, a 30-minute-long cooking show on Indian television was changing afternoon viewing. Many spent hours glued to their TV sets, noting down recipes and experimenting with the various dishes that the celebrity chef Sanjeev Kapoor cooked on his show, Khana Khazana. This was more than just a cooking show — housewives, young brides and foodies all got a sense of power in the kitchen.

Seventeen years and a number of food-related shows later, Indian viewers have accepted food as one of the many sources of entertainment on television. This is precisely the reason why three 24X7 exclusive food channels are making their Indian debut. While Zee is playing it’s age old Khana Khazana card by naming their food channel Zee Khana Khazana; Sanjeev Kapoor has collaborated with Astro All Asia Network to come up with a channel called ‘Food-Food’ and Real Global Broadcasting Private Limited has a food channel by the name ‘Food First’. Zee Khana Khazana has been on air since Wednesday. Both Food-Food and Food First are expected to go on air early 2011.

Food is currently enjoying lots of attention across the world. And Indians are no longer immune to it. “The average middle-class Indian is now travelling abroad and has great exposure to the world and quick access to information through the internet. This is the reason why niche genres like food are now mainstream,” says Sid Khullar, editor of the popular blog Chef at Large.

Food as a genre has introduced newer elements, apart from the cooking shows, on the small screen. There is more drama to itnow — reality-based food shows, travel-based food shows, quick cooking, food quizzes, chef face-offs and more. With shows such as Touch of Turmeric and Khana Khazana on Zee Khana Khazana, and Sanjeev Kapoor’s Kitchen and Sirf 30 Minute on Food-Food, there is a focus on Indian content.

A number of successful and popular western food shows are also going to be aired, mostly on Zee Khana Khazana and Food First. “We have 30-40 per cent international formats and shows such as Gordon’s Great Escape, Hairy Bikers, Sweet Baby James and Chopping Block,” says Anurag Bedi, Business Head, Zee Khana Khazana. Then there is a show like Firangi Tadka on Food-Food that is based on ‘Indianisation’ of international cuisine. “The channel and the show caters to the Indian audience and what better way than cooking non-Indian food in our own unique way,” says Kapoor.

Despite the popularity of food-based shows, these special channels are treading cautiously. “We are entering the terrain as a niche genre. Food may or may not appeal to the masses. But let’s see how it all pans out,” says Bedi. Over decades, a number of 24X7 channels — like those concentrating on news and music — have resorted to introducing variety to sustain viewership. “The food channels have to be packaged in a way that they appeal to all socio-economic brackets, apart from entertaining the viewers. We will have food-centric shows that would be connected to various aspects like travel, lifestyle, adventure, competition and reality,” says Raghavendra Madhav, executive director, Astro group, India and South Asia.

With shows such as MasterChef India failing to notch high TRPs, there is a fear that the food channels might end up having a limited viewership. Kapoor dismisses this. “It would be stupid to think that a food channel will only have a niche following. Food is the most integral part of our life and it’s a huge category and this format has worked very well in the West too.”

When I read this piece,I immediately posted my response which is now displayed on the website just below the article.To reach the article and see my comment,use this link :