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Discovery Communications has announced an agreement to partner with Indian celebrity chef Sanjeev Kapoor, by acquiring a majority share in Turmeric Vision Private Limited, which owns and operates pay-TV network, FoodFood, and its digital products.
Discovery says its investment in FoodFood underscores its strategy to deepen and expand its presence in India to grow audience share across all screens, and to complement and strengthen its existing portfolio of female and lifestyle brands including TLC and ID. Kapoor, will continue to star in and produce programming for FoodFood as its brand ambassador, and will remain a minority shareholder in the business.
Arthur Bastings, President & Managing Director, Discovery Networks Asia-Pacific, said, “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. We are excited to partner with the exceptionally talented team, including culinary guru Sanjeev Kapoor, who singlehandedly revolutionised the food television genre in India. Sanjeev’s creative flair and personality combined with Discovery’s content and operational expertise is the perfect recipe for FoodFood’s evolution.”