Discovery has acquired a majority stake in Indian culinary net FoodFood.
The deal, which is subject to regulatory approval, will see Discovery sell adverts on the FoodFood channel, whilst looking to expand the channel’s reach outside of the country.
Food personality Sanjeev 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 and managing director of Discovery Networks Asia-Pacific, said, “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.”
“We look forward to deepening FoodFood’s engagement, particularly in digital, and widening its community outside of India.”