India’s celebrity chef Sanjeev Kapoor, is finally ready with his 24-hour food channel, which he insists on spelling as FOODFOOD. Slated to launch on December 10, the hinglish venture will feature a host of shows exploring cooking, food and lifestyle with original Indian content.
“I will be anchoring the key drivers of the channel,” confirms Kapoor, who is shooting a travel-based show with chefs in Toronto and Canada next month: “We’re broadcasting to the Indian diaspora, so our content focuses on what will excite Indians everywhere.”
Developed in association with Malaysian Astro All Asia Network, and not in association with Zee TV as was earlier reported, Kapoor says, “I was the one that pitched the idea to Zee, but that was taking too long. But I would not be where I am without them, so I wish them all the best.”
Reality TV shows are also in the offing, with the celebrity chef looking for amateur cooks across the country to compete in a cooking challenge. Will this be an imitation of the Masterchef India format that Akshay Kumar hosts on Star Plus? “Their show will wrap up by then,” insists Kapoor. “Besides, their focus is entertainment, ours is food.” Each of the shows will have corresponding cookbooks released for viewers.
Novel shows like Food On The Edge, featuring cuisine from the borders of India, will share airtime with Cocktail Chef, a show focused on bartending, cocktails and beverages.
Foreign chefs may soon join the programming list. While Kapoor will be helming the channel, he’s looking for an heir to the stove: “All chefs on our channel have the potential to be the next face of food in India. I will be very happy to hand over the crown.”