MUMBAI: FoodFood, the Hindi food lifestyle channel that launched early this year, has announced its availability in the Middle East region.

The channel will be available on Middle East‘s leading telecom operator and TV services provider Etisalat.

Commenting on the expansion in the Middle East market, FoodFood promoter Sanjeev Kapoor said, "The Middle East, especially Abu Dhabi and Dubai, are popular destinations for expat Indians, and therefore a very important and challenging market for food lifestyle and cookery based television content. We are pleased to join hands as a regional television content partner with Etisalat, the largest and most experienced telecom operator in the region, for distributing our content across United Arab Emirates and other parts of the Middle East region."
 
Indiantelevision.com had earlier reported that the channel will soon go to the international markets.

"Going forward, we plan to enhance our presence across the entire MENA and Africa region by customising our offering to meet the viewing preferences of the region and engage and develop a participative audience on a long term basis," added FoodFood COO Karthik Laxminarayan.

The channel‘s content is a mix of cookery and food-based lifestyle shows like Ladies First, Firangi Tadka, Mummy Ka Magic, Sanjeev Kapoor‘s Kitchen, Turban Tadka, Secret Recipe and Tea Time with Rakesh Sethi.