Sanjeev Kapoor's new food channel going to launch

Finally the sanjeev kapoor's new 24 hours food channel is going to launch.

The india's first food channel will start by end of the april 2011. The most most successful actress Madhuri Dixit is Brand Ambassador for lifestyle Aspects and the india's chef celebrity Sanjeev Kapoor is Brand Ambessador for Food Aspects.

This channel is expected to cost at least Rs75 crore over the next three-five years. Kapoor is using up his resources at the moment for the venture and has not raised money from banks or other sources, said one of the persons who spoke to Mint. It will launch with just four hours of original programming in the afternoon slot, most of which will be produced in-house, including a live audience show with Kapoor. Some experts like food critic Rashmi Uday Singh and master bartender Shatbi Basu, who runs the STIR Academy of Bartending in Mumbai, will also host their own shows.

Sanjeev Kapoor's khana khazana show was the most popular then later made some CDs and DVDs of his shows.

The channel's core target was the middle class Indian in urban towns and cities. "With FoodFood we are set to redefine food content in India.

"Raghvendra Madhav" The Executive Director of India and South Asia for media, Astro group said, We are launching FoodFood - 360 degrees of food available across multi media platforms like TV, web, mobile! Our core target is the middle class Indian in urban towns and cities.

I would like to wish to Sanjeev Kapoor that his new channel FoodFood get more and more success.