Starting 20th Feb. 2013, the Zee channel will reach out to the Indian woman with refreshing, new, engaging content
Zee Entertainment Enterprises Ltd. (ZEE) today announced the refresh of its 24 hour food channel Zee Khana Khazana with the tag line ‘Ab Khana Sawal Nahi, Lajawab Hai!’ In a first step towards refreshing the channel, Zee Khana Khazana, India’s FIRST 24 hour food channel will debut FOUR brand new shows on Wednesday 20th Feb.
The channel initiated an extensive research which divulged a lot of interesting and unique findings on the basis of which, after two years of successfully airing engaging and relevant content, the channel decided to refresh their content to meet the current needs of the Indian homemaker today. It is the channel’s objective to empower the Indian woman and help her secure that Super Wife / Super Mom status through the food that she cooks for her family.
The brand new content is fresh, simple and showcases easy to replicate cooking methods and dishes at one’s home. Through this exercise, the channel aims to become the one-stop shop for ‘simple yet delicious’ cooking with its engaging and instructive approach.
Speaking on the refresh of Zee Khana Khazana, Punit Goenka, MD – ZEE, said: “We have a lot of firsts to our credit – one of which was the launch of Zee Khana Khazana, India’s first 24 hour food channel. We are proud of the iconic stature the brand Khana Khazana has achieved in the last 20 year which is extremely popular and very well recognized. With the 24 hour food channel – Zee Khana Khazana we are happy to take our engagement with our audience to a deeper level through a new programming line – up which is both relevant and appealing.”
Mr. Atul Das, Chief Strategy Officer – ZEE, said: “Television landscape is changing rapidly with digitization and there is increasing demand for premium content. Food and lifestyle is emerging as a genre with great potential. Our effort is to bridge this gap by offering a premium product which caters to the evolving Indian palate.”
Says Amit Nair, Business Head, Zee Khana Khazana, “Khana Khazana has always been at the forefront of providing exciting food content with its wide range of shows. To take this culinary journey ahead we conducted research and found that creating exciting food everyday for their family was the biggest challenge for our audience. Zee Khana Khazana addresses this need by being a solution provider for the Indian Homemaker. Thus the new shows help by giving recipes and food solutions that will make their daily cooking interesting, simple, quick and delicious.”
The four new shows have been created keeping the audience requirement in mind and on the basis of the research findings:
- Food Ka Mood is a daily cooking, instructional show in which Chef Gautam teaches the viewers simple, easy to make, everyday dishes with a twist. He will create exotic dishes out of daily ingredients.
- *Bachcha Party* is a show in which Gurdip Kohli cooks up interesting recipes for children while ensuring the dishes remain nutritious and healthy.
- In *Breakfast xpress,* Chef Ranveer cooks an easy, interesting and healthy breakfast and also demonstrates ways in which one can indigenously use leftovers.
- *Ab Har Koi Chef* is a vignette based show in which housewives are asked to send in their recipes and the show’s Chef Jolly selects the best recipe. The sender is then brought to the studio to cook the recipe with him.
The new programming line-up is sure to endear to the Indian woman who desires to cook interesting food for her loved ones in an easy and quick way as well as finding food solutions to all the multiple questions that she is faced with on a daily basis.
All shows are interactive with the audience being offered the chance to get in touch with the channel’s Chefs / Anchors via a call or SMS or email thereby taking the engagement level a notch higher.
The channel web site will also sport a fresh new look, with an easy to navigate interface and acting as a one stop shop for recipes and a food guide.
Zee Khana Khazana is currently available at Rs. 30 per month on Dish TV, Videocon D2h and on digital cable. It will soon be available on other DTH platforms as well.