Alva Brothers to launch lifestyle channels

Thursday, November 25, 2010

NEW DELHI - After providing cult shows on Indian TV, content provider Alva Brothers’ Entertainment has announced the launch of REAL Lifestyle Network that will host a bouquet of television English channels focusing on lifestyle.

The first to be out will be a food channel called FOOD First in early 2011.

“The REAL Lifestyle Network will offer Indian consumers a bouquet of clutter breaking, well differentiated channels with incredibly compelling and entertaining content married to world class production values,” Nikhil Alva, group CEO, Alva Brothers Entertainment, said in a press statement.

“With FOOD first and the channels that are to follow, we’re going about building new broadcast categories that will set benchmarks for value, quality, relevance and entertainment for Indian consumers,” he added.

FOOD First, a pay channel, has already started technical runs and is currently available on select networks across the country.

“Food is universal in appeal and is increasingly becoming an expression of one’s lifestyle, therefore the first launch is dedicated to food. We are also building strong extensions in the digital media including web and mobile to stay connected with the target group that is wired in to the new media,” said Manisha Tripathi, business head, Real Global Broadcasting Pvt. Ltd.

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