Discovery Communications has inked a deal to acquire a majority share in Turmeric Vision Private Limited, owner and operator of Indian pay-TV net FoodFood and its digital products.
The investment, according to a release, is part of a strategy to expand Discovery’s presence in India and “complement and strengthen” female and lifestyle brands such as TLC and ID, which are already part of Discovery’s offerings in India.
Turmeric Vision Private Limited will be now managed as part of Discovery’s Asia-Pacific region, led by president and MD Arthur Bastings. Completion of the transaction is expected to take place in the next few weeks, subject to regulatory approval.
Bastings says Discovery will aim to deepen FoodFood’s engagement in digital and will also continue to widen its reach in communities outside India.
“Discovery’s investment in FoodFood further boosts our presence in this important market and broadens our portfolio by adding a category of content that people love,” said Bastings in a statement. “We are excited to partner with the exceptionally talented team, including culinary guru Sanjeev Kapoor, who single-handedly revolutionized the food television genre in India.”
Discovery is to support FoodFood’s focus on local programming and products, and will “drive further value from the ongoing digitalization of India.” The company will also sell FoodFood’s advertising, effective immediately.
Launched in 2011, FoodFood is available on direct-to-home and cable platforms across India, and also has an expansive reach across the Indian diaspora in the United Arab Emirates, Canada and the U.S.
Featured programming includes Sanjeev Kapoor’s Kitchen, The Fit Foodie, Style Chef and Hi Tea. Indian food personality and entrepreneur Sanjeev Kapoor (pictured) will be a minority shareholder in the business under the new deal with Discovery. He will also continue to star in and produce programming for FoodFood as brand ambassador.
Discovery Communications currently operates 11 channels in India, including Discovery Channel, Animal Planet, TLC and Investigation Discovery. The deal further extends the global media giant’s reach in India, and, with FoodFood being a culinary entertainment destination, its range of content offerings.
(With files by Barry Walsh)