It’s the Masala, dear!

Enterprise - - Interview -

Cookery shows have be­come an in­ter­est­ing and en­ter­tain­ing genre on tele­vi­sion these days. There is al­ways a bit more to it than merely the prac­ti­cal demon­stra­tion of pre­par­ing a par­tic­u­lar recipe. Some cookery shows, in fact, fo­cus more on the pre­sen­ter and her fash­ion style state­ment rather than on the food. Some add other at­trac­tions like live mu­sic and standup com­edy to en­hance the flavour. Each food show tries to cre­ate its own sep­a­rate iden­tity with these gim­micks. Some shows fo­cus on bud­get cook­ing, oth­ers on healthy food and yet oth­ers on prepa­ra­tion of ex­press meals. So, whether it is trim­ming bud­gets or waist­lines or just deal­ing with busy sched­ules, cook­ing shows try to run with the re­al­i­ties of life.

Cook­ing, it ap­pears, is no longer about putting three meals on the ta­ble; it is now recog­nised as a cre­ative pur­suit. Tele­vi­sion is greatly re­spon­si­ble for bring­ing about this rev­o­lu­tion in peo­ple’s lives and kitchens. In the past, one had to scour the news­pa­pers for the lat­est recipes and new eat­ing venues, but now a bit of chan­nel surf­ing does the job. The au­di­ence seg­ment for cook­ing shows has vastly ex­panded, with view­ers call­ing in and tex­ting their ques­tions. With TVs in­volve­ment, cook­ing is no longer a woman’s do­main ei­ther; men who share a pas­sion for whip­ping up eat­able de­lights are also ben­e­fit­ing from the TV chef’s ex­per­tise. And there are those hus­bands too who want their wives to serve them ad­ven­tur­ous new recipes ev­ery day, thanks to tele­vi­sion.

Masala TV of Hum Net­work was the first food chan­nel in Pak­istan. It projects it­self as a com­plete food and life­style chan­nel that strives to en­gage its au­di­ence with lik­able hosts and the va­ri­ety of things they do with food. The chan­nel is com­mit­ted to ex­plor­ing new and in­ter­est­ing ways to ap­proach food, through pop cul­ture, ad­ven­ture and travel, while also ex­pand­ing its reper­toire of how-to-do recipes.

The boom of food chan­nels is in fact an up­shot of the me­dia race to ex­pand pro­gram­ming and cap­ture new au­di­ences, Masala TV has given birth to Masala TV Food Mag­a­zine, Masala Kitchen ac­ces­sories and Masala TV DVDs.

Face­book and the Masala TV web­site of­fer view­ers the op­por­tu­nity to down­load their favourite recipes, chat with the chefs and con­trib­ute their feed­back and com­ments

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