Sanjeev Kapoor's food channel to be launched early 2011

New Delhi, Nov 29 (IANS) Celebrity chef Sanjeev Kapoor's much-awaited 24X7 food channel in Hindi will go on air early next year.

Called FoodFood, the lifestyle brand is a joint venture between Malaysia's integrated cross media group Astro All Asian Networks and Kapoor and his wife Alyona's Turmeric Vision Pvt. Ltd.

It marks the foray of Astro into the Indian media sector and the concept will also be available across mobiles and the web, apart from TV with a 360 degree focus on the world of food.

'The channel offers an ultimate lifestyle destination for Indian foodies who want to make some quick, easy, balanced meals as well learn about interesting world cuisines. With food being the central element, the shows will offer a variety of lifestyle and entertainment content, and different themes and recipes that the Indian viewers can connect with,' Kapoor said in a statement.

Raghvendra Madhav, executive director of India and South Asia for media, Astro group said: 'We are launching FoodFood - 360 degrees of food available across multi media platforms like TV, web, mobile! Our core target is the middle class Indian in urban towns and cities.'

FoodFood will feature shows about food and food lifestyle like 'Sanjeev Kapoor's Kitchen', 'Firangi Tadka', 'Sirf 30 Minute' and 'Ready Steady Cook'.