Ruchir Joshi joins FoodFood as content head

FoodFood, a food lifestyle channel, has appointed Ruchir Joshi as its content head.

During the course of his 17 year long career, Joshi has led all aspects of programming including acquisition, commissioning, syndication, scheduling and audio-video content production.

"The opportunity to head content for FoodFood was an interesting one. The key is to discover what food lifestyle means in our cultural context and to then be able to create original content that is not a poor 'me too' of the West," he says.

SK Barua, CEO, FoodFood, says, "We are extremely happy to have attracted a talented executive like Ruchir for programming, overseeing our on-air promotions, and supporting new media. He comes with a proven track record of leadership and we are extremely pleased to have a content head with his experience to drive the channel's growth and profitability."

He brings with him over 17 years of experience in non-fiction content production, creative consultancy and media entrepreneurship. His expertise lies in conceptualising and executing content that caters to a global audience.

He started his career with AIM TV as assistant director in 1996, in Delhi. After spending a year there, Joshi shifted to Mumbai where he worked with UTV as associate producer. Two years later, he joined Channel V as senior producer before joining Greed TV in 2001 as creative director.

Joshi has also worked with FTV (as senior producer during 2003-04) and One Life Network (as consultant, creative head during 2012-13) before he set up Via Earth.

For the record, FoodFood is a joint venture between cross-media group Astro Overseas, Chef Sanjeev Kapoor and Mogae Consultants.