Lifestyle channel Living Foodz is looking not just at new shows but also at new concepts and formats to strengthen its position in the genre.

The channel, which recently launched an HD feed as well, has been increasing content investments.

Talking to, Living Foodz VP and business head Amit Nair notes that new formats as well as exploring subjects from a different angle are important. “We have increased investments by about 70 percent in programming over last year. He further explains that HD for the channel was always a promise of more varied and premium content. “To match up to that promise, we have 5–6 international shows that will add a global flavor to the channel.”

On the ad front, the major advertisers are Marico, Titan, Deoleo, Capital Foods, Suzuki, Bharti Airtel and Tata Chemicals. “All brands are keen on associating with the LF platform for the lifestyle content. The biggest draw for most advertisers is the fact that we are able to amplify their communication more than any other platform. This is done through communicating brand attributes subtly through content integration. Living Foodz also offers the possibility of creating customized AFPs, vignettes and other short formats. These solutions offer far greater value than the conventional 30-sec spot,” he says.

In terms of Living Entertainment launching more channels now that the company has received licenses, he points out that the company keeps reviewing opportunities depending on business outlook and will announce it as soon as the plans are firmed up. – Indian DTH