Discovery buys majority in India’s FoodFood network

Discovery Communications today announced an agreement to partner with India’s top culinary celebrity Sanjeev Kapoor, by acquiring a majority share in Turmeric Vision Private Limited, which owns and operates pay-TV network, FoodFood and its digital products.

Arthur Bastings, president and 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 Private Limited, 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 Private Limited 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 UAE, Canada and USA. One of the most engaging brands on digital, the channel’s content is also viewed on its FoodFood App, YouTube Channel and website [You must be registered and logged in to see this link.] The brand has a wide following on social platforms including Facebook, Google Plus,Twitter and Instagram.

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.