FoodFood assigns ad sales duties to Mogae Plus

Previously, the ad sales duties were being handled by Helios Media.

Mogae Plus, the specialist sales division of Mogae Media, has been assigned the ad sales duties for Sanjeev Kapoor's FoodFood TV. The ad sales duties of the 24x7 food channel were earlier being handled by Helios Media.

On appointing Mogae Plus, Kapoor says, "We are happy to have Mogae on board for monetising the channel. With Mogae's strong, all-India outreach to market FoodFood, we hope to focus our energies on the content to be in sync with the ever-changing tastes of the viewers."

According to the channel, the market for a food lifestyle channel, today, not only comprises women, but an increasing number of younger viewers of both genders as well. "With FoodFood's interesting take on food, lifestyle and travel, viewers are being pulled in to sample varied content. FoodFood has pioneered the short format in food programming for those viewers who can't spend longer times due to their hectic lifestyles. Short format programming helps them to learn how one dish can be prepared in three to four minutes," the channel states.

For the record, FoodFood is a joint venture between cross-media group Astro Overseas, Chef Sanjeev Kapoor and Mogae Consultants. It was launched in January 2011 and marked the entry of Astro into the Indian broadcasting industry. The brand, in high-definition, also features in the digital space - on mobile and the web.

Some of the popular shows on the channel are 'Sanjeev Kapoor's Kitchen', 'Cook Smart', 'Turban Tadka', 'Mummy Ka Magic', 'Out of the World' and 'Health Magazine'.