Food Food to break even in January

Last Updated: Sat, Dec 08, 2012 18:58 hrs

pFood Food the food speciality network which will complete two years of operations in January next year will break even in its fourth year &ldquoas planned&rdquopp&ldquoWe should be able to break even in the next six quarters Our plan was to invest 30 million Rs 160 crore today in three-four years in the channel We will not need extra funds and will start generating cash&rdquo Sanjeev Kapoor one of the promoters of the channel told Business StandardppMalaysia-based Astro All Asia Networks owns a 501 per cent stake in Food Food while Indian promoters &ndash Sanjeev Kapoor his wife Alyona Kapoor Turmeric Vision Pvt Ltd and Sandeep Goyal &mdash own the remaining 499 per cent stakeppCelebrity chef Sanjeev Kapoor who also host shows on the channel claims that with the digitisation programme the company is reviewing its plans as they are hoping that the distribution cost will get rationalised over the yearpp&ldquoDisproportionate distribution cost is the biggest expense for a channel like ours We are hoping that it will go down There is still slight uncertainty on the digitisation but as and when the dust settles down we would also like to align with a big distribution bouquet for Food Food&rdquo he saysppKapoor agrees that the channel does not like to invest on promotions on TV and print as they are very costly &ldquoWe rather connect with our viewers on-ground We can&rsquot spend all money on ATL above the line activities So we took the path of hard work by organising on-ground activations We did 80 ground events in one month In the next week we are doing 20 events for one brand These activities give us high visibility&rdquoppOn the advertising front Kapoor says that while all food categories and the kitchen appliances brands were first to come on board now personal care and telecom sector advertisers are also suing the channel to promote their brandspp&ldquoTV is one of the biggest medium to reach out to women and food as a concept is also what they like Moreover our male viewership is also increasing over the time So it&rsquos natural for more advertisers to show interest&rdquo Kapoor saysppNext year the channel will focus more on the lifestyle genre as it wants to increase its male viewership While Kapoor accepts that the channel may not have very high cost shows it will have mid-budget high-concept shows &ldquoA show MasterChef can work on a big channel like Star Plus Globally also the trend is that big shows are on big channels while we can have a focussed approach and can look at simulcast with big networks&rdquoppAccording to media observers while it is still very niche the food genre certainly is on uptake Lifestyle channels like NDTV Good Times and TLC also run specific shows With Hindi and English general entertainment channels showing big format shows like MasterChef the genre is going to get a boost many believep

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