It’s the Masala, dear!
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