FOOD, FOOD AND SOME MORE FOOD!

BBC Food, British Broadcasting Corporation's international commercial television channel all about food, was launched in the Middle East in the beginning of this month on Showtime. The channel, a veritable cornucopia of all things culinary, ...

By Vijay Dandige (Contributor)

Published: Sun 13 Feb 2005, 2:12 PM

Last updated: Thu 2 Apr 2015, 6:11 PM

showcases best food programming from around the world and a roster of celebrity chefs famed for their passion and skill. Designed to appeal to a global audience, the channel also has a riveting menu of kitchen game shows like, ‘Can't Cook Won't Cook’ and ‘Ready Steady Cook’.

In an exclusive interview to City Times, Wayne Dunsford, BBC worldwide director of channels and Peter Einstein, President and Chief Executive of Showtime, talk about the launch of the channel and what's on offer. Excerpts:

What has prompted the launch of the channel?

Wayne Dunsford: BBC Food was created in response to viewer demand from South Africa and launched in this market in 2002. The channel was an overnight success and plans to roll out the channel in more territories became more concrete...The enormous popularity of cooking programmes and the rise of celebrity chefs in television entertainment continues to create opportunities in a much wider region, so we also started looking at the Middle East, where the multi-channel infrastructure has been developing fast and where there are audiences with sophisticated and international tastes.

Peter Einstein: From Showtime's perspective, we aim to provide a superior experience to our subscribers and make our proposition very attractive for non-subscribers...we are also continually adding to our offering and this month we launched...BBC Food.

What will the new channel seek to achieve?

Wayne Dunsford: Our aim is to work with Showtime to continue to raise awareness for the channel in order to create as large as possible viewership for BBC Food...We already joined hands to create a launch event for the channel in Dubai and brought one of the BBC's star chefs over to demonstrate what the channel is all about.

Peter Einstein: BBC Food has already found a fan base. The feedback in the market has been extremely positive in a very short space of time...BBC Food as a channel is very addictive—a bit like chocolate and just as enjoyable.

What does the channel's launch mean or signify for BBC? For Showtime? For the region and its viewers?

Wayne Dunsford: For us, launching BBC Food in the Middle East is a very important step. It takes the development of the channel to a new level and demonstrates the international appeal of BBC Food. For viewers in the Middle East it is a new addition to their daily TV menu and a unique chance to have one channel where they are able to find all the culinary inspiration they need to perform in the kitchen and to stay in touch with all international gourmet trends.

Peter Einstein: (With the launch of BBC Food)...we believe we have added substantial value to our existing subscribers and are providing an even stronger offering to new customers who will love the best of British and food programming everywhere in the region.

How do you expect the reception to the new channel?

Wayne Dunsford: Initial feedback...is extremely positive, with viewers contacting Showtime to express their delight with the addition of BBC Food. And with the many series combining gastronomy and travel, the channel will appeal to more than only the ‘foodies’.

Peter Einstein: It will definitely surprise and delight viewers who are watching for the first time and as one subscriber called to tell us, there is only one problem— it is missing the aroma.