On an average, a woman spends at least 2.8 hours per day on cooking. The average time a television viewer spends on food shows is 8 minutes. Moreover food is no longer restricted to the female audience only. The emerging food genre has broadened to wider demographics with youngsters and urban metrosexual men too, taking a keen interest in food. The content too has grown from “How to cook” shows to “Food as lifestyle” shows. Niche is the way forward for the Indian Television industry. With 106 shows across the entire television space, the time is ripe for the country’s first Food Channel.
In a nation of gourmets, food is an excellent content. Moreover, the culinary experience can be an art, an adventure, a profession, a hobby… the love for food can have innumerable manifestations. And all these make up a perfect ‘recipe’ for some very entertaining broadcast content. Food is the new entertainment and “Zee Khana Khazana” is the new destination for entertainment.