Alva Brothers Entertainment will launch a premium lifestyle media network called 'Real Lifestyle Network'. The network will unveil a bouquet of lifestyle television channels, the first of which will be ‘FOOD first’, a channel dedicated to food and food related experiences.
The HD (high-definition) ready channel, FOOD first, is scheduled to be launched in early 2011 followed by other channels in the lifestyle space over the next year. The channel has already started technical runs and is being beamed on Intelsat-10; Frequency- 3974 MhZ; Txp- 5; POL- H; Symbol rate- 19.5 MS/S; FEC- ¾. It is uplinked from Turner International’s broadcast earth station in Hong Kong and is available on select networks across the country at this time. FOOD first, a pay channel, will soon be available across the country on both digital and analogue distribution platforms and will target upwardly mobile English speaking, 18+, male and female audiences.
Nikhil Alva, group chief executive officer, Alva Brothers Entertainment, said, “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. 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."
Manisha Tripathi, business head, Real Global Broadcasting Pvt. Ltd., added, “Food is universal in appeal and is increasingly becoming an expression of one’s lifestyle, therefore the first launch, FOOD first is dedicated to food. In sync with the times, 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.”