Etisalat brings FoodFood, Master Chef Sanjeev Kapoor’s very own food channel to the UAE

Dubai 8 September 2011: Etisalat, Middle East’s leading telecom operator and TV services provider announced the launch of FOODFOOD, the International Food Channel in Hindi language for Etisalat’s eLife Triple Play customers.  FoodFood, a joint venture between Asia’s leading cross-media group, Astro Overseas Limited (Astro), Sanjeev Kapoor’s Turmeric Vision Pvt Ltd (TVPL) & Mogae Consultants, is India’s leading Hindi 24×7 Food Lifestyle Channel.
Etisalat is the first operator in the region to offer the FOODFOOD (channel # 681) to its customers in the UAE, as a part of eLife TV Asian Choice Basic package.
FOODFOOD is the brainchild of Masterchef Sanjeev Kapoor. The channel brings an entirely new and exciting repertoire of exquisite and mouth watering recipes and fun food shows to keep the family entertained and engrossed through each delectable episode. It is a channel not just about stand-and-stir kind of shows but features programming that is compellingly interactive with the audiences.
Commenting on the new channel addition, Mr. Humaid Rashid Sahoo, Chief Executive Officer, e-vision, Etisalat said: “At Etisalat, we always endeavor to provide the most refreshing and relevant content to our valuable customers. The addition of this exciting new Cookery and food channel with exciting new programming from the well known Master Chef, Sanjeev Kapoor, now a household name across the region will further enrich our bouquet of services, while offering unmatched entertainment to our viewers.”
Commenting on expansion in the Middle East market, Mr. Sanjeev Kapoor said, “The Middle East (especially Abu Dhabi and Dubai) have become a must visit destination for tourists worldwide and  therefore form a very important and challenging market for food and cookery based television content in High Definition format. We are pleased to join hands as a regional television content partner with Etisalat, the largest and most experienced Telecom operator in the region, for distributing our content to the entire Hindi speaking population. We are confident that with the experience and expertise of our regional Partners, Mediastream MFZE, a Television Representation & Media marketing Services Company based in Dubai, we will have a prominent presence in the United Arab Emirates and other parts of the Middle East region.
All the shows on Foodfood are produced and shot in scintillating high definition. The content is personally researched, directed and supervised by Sanjeev Kapoor and his experienced team of Food Specialists. Says Mr. Kapoor, “Going forward we plan to enhance our appeal across the entire MENA and Africa region by customizing our offering and creating programming that meets the viewing preferences of the region”.