Food-related TV programmes have spawned a cooking cult in
India, and many devotees are children. The third season of MasterChef Australia, which ended in November 2011, earned
host channel Star World a 74 per cent market share in the General Entertainment
Channels category.
TAM Media Research, an industry authorised organisation that tracks viewership, estimated that Chakh Le India had 5.5 million viewers from January 8 to April 7.
What with these shows and Zee Khana Khazana, several shows on Discovery Travel & Living, and the Food Food channel, Indian audiences' cup runneth over. Party conversations are peppered with names such as Nigella Lawson, Donna Hay and Gordon Ramsay.
What yeast does for dough, cooking shows are doing for middle-class Indians' awareness about exotic food.
TAM Media Research, an industry authorised organisation that tracks viewership, estimated that Chakh Le India had 5.5 million viewers from January 8 to April 7.
What with these shows and Zee Khana Khazana, several shows on Discovery Travel & Living, and the Food Food channel, Indian audiences' cup runneth over. Party conversations are peppered with names such as Nigella Lawson, Donna Hay and Gordon Ramsay.
What yeast does for dough, cooking shows are doing for middle-class Indians' awareness about exotic food.
Rising awareness is spurring culinary adventures. Far from
being armchair chefs, many viewers are invading that former fiefdom of the
matriarch and the maharaj - the kitchen. The more avid among them are seeking
out workshops and classes to beef up their cooking skills.
Given rising demand, many who have culinary chops are
venturing into teaching. Cooking classes are thriving, thanks to the enthusiasm
stirred up by TV chefs.
Clearly, TV audiences today are a hungry mob.
Image credit: http://www.startv.in/shows.asp?channel_id=3&serialid=354
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