15 Dec 2017
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Living Foodz’s growth plans

MUMBAI: Stepping into its second year of operation, food lifestyle channel Living Foodz is looking to maintain its leadership position.

Amit Nair“We will make investments in creating content that appeals to our premium audience. Our content philosophy focuses on making relevant content, with an Indian context, which can travel internationally as well. ‘Ganga, The Soul of India’ was a show that transcended boundaries and was appreciated by audiences across the globe. On the marketing front, we aim to undertake strategic partnerships,” says Living Foodz business head Amit Nair.

A big part of the content strategy going forward is to curate annual properties. “We will curate properties like ‘Living Foodz PowerList Awards’ and ‘Food Fiesta’ on a yearly basis, to engage with our audience and the fraternity. Living Foodz is also the lifestyle partner for Wicked Weekends, an initiative to engage our young urban audience by celebrating nightlife across cities in India,” says Nair.

The focus lies on building leadership across time bands by providing the right mix of content. The current focus is on prime and late primetime slots.

Viewership trends

Viewership has become more relatable in recent times, especially for the lifestyle genre. “Consumption of food-related content is not only increasing on digital platforms, but has also seen a healthy traction on television. We have witnessed an increase in primetime and weekend viewership due to content targeting. Our afternoon time band continues to attract foodies and cooking enthusiasts. The consumption patterns of our channel indicate how food has become an integral part of the lifestyle of viewers from metros and Tier I towns. The ratio of male to female viewers in these cities is almost equal.”

For the channel, NCCS A is the biggest contributor. “This indicates that our content mix attracts premium audiences. The NCCS A share on HSM level for Living Foodz is around 65%, while we have a market share of more than 45% in the lifestyle genre, as per Alpha club report. Our maximum viewership is from Delhi and Mumbai.”

Nair further notes that the factual entertainment space is at an interesting phase and has seen interest among viewers due to the appealing content. “We will continue to make the right kind of investments in order to keep the growth momentum in terms of both viewership and revenue,” he adds.

In terms of the approach towards food programming, he explains that the broadcaster evaluates whether the content resonates with the average viewer and ensures that the programmes are unique. “Most of our anchors and chefs work with the channel on an exclusive basis,” Nair says.

There are also plans to convert the channel to HD. The company is currently awaiting regulatory approvals to initiate the HD feed.

There are no plans to change the channel’s pricing. “We would like to offer the best food-tainment at the right price to our viewers. There are no immediate plans to change the pricing,” he reveals.

The ad scene

Nair adds that in the last one year, the channel has maintained its ER at the highest in the lifestyle space. “Clients who have advertised with us have clearly seen that we manage to deliver consistently on our numbers and therefore, offer more value to them vis-a-vis competition. In the NCCS A1 we are three times our nearest competitor for several months now. Nearly 100 brands have advertised with us in the last one year, and our teams look at customised solutions for many of these brands. All the big-ticket properties are on premium only.”


Nair further notes that viewers can watch Living Foodz shows live, at the time of broadcast on dittoTV. Viewers in the 18–34 age group account for three-fourths of the viewing. “We have seen a significant traction for the channel on dittoTV, during afternoon and primetime.”

International presence

There is a clear focus on international presence. “We ensure that our content offerings appeal to viewers across the globe. The channel is currently available in Africa, Australia, New Zealand and a few countries across APAC. In September this year, Living Foodz was launched in the US.

“Currently, the shows on Living Foodz are internally syndicated across continents by our group channels, while in certain countries Living Foodz is available as a linear beam. We dub the content and share subtitles depending on the region and programming requirements,” Nair explains.