English Entertainment
SPN India launches its second cookery show ‘AXN Ultimate Cook-Off – The Marriott Challenge’
MUMBAI: Sony Pictures Network India’s English entertainment channel AXN has partnered with Marriott International, one of the largest hospitality chains in the world, for a unique culinary show ‘AXN Ultimate Cook-Off – The Marriott Challenge’. This show is one-of-its kind as the channel will exclusively premiere it on 12 October with a single 45-minute long episode. The show is produced by Foodlooking’s Ashraf Abbas and directed by Bibartan Ghosh. The production house specializes in food-based shows.
The channel will have its second cookery-based show Top Chef, which is currently in its 14th season. Marriott International will also be the presenting sponsor for Top Chef Season 14, scheduled to air this month on AXN – Monday-Friday 9 pm.
SPN India business head English cluster Tushar Shah said: “English entertainment and movie genres are growing as the entire measurement base is increasing. We have seen 8 per cent growth from FY16-17 to FY17-18. In both the genres, there is no specific prime-time because the viewership by nature of the channel doesn’t happen with appointments, unless there is a big premiere that is coming.”
Marriott International area VP South Asia Neeraj Govil said, “At Marriott International Inc., we aspire to be leaders in every aspect. Culinary experiences always have and will continue to drive focus for us. This association gives us yet another platform to showcase our cooking styles, abilities and innovations in the F&B domain, while offering diverse, culinary experiences of the highest standards and celebrating the progressive culinary talent of our chefs across Marriott.”
Marriott International and AXN’s partnership will bring to life innovative content as well as memorable guest experiences. Viewers will also get to know five celebrated Marriott chefs through vignettes aired on AXN showcasing their expertise and passion for food.
“The time spent and the reach on both the genres has been extremely good. With 32 channels in our network and with digital footprints of 5.5 to 6 million we will utilize all these platforms. Not only the show is going to air on AXN but it will be streamed on SonyLiv around the same time,” Shah added.
Marriott International senior culinary director Asia Pacific chef Toine Hoeksel who leads more than 30 brands under the Marriott family, visited India to judge the cook- off. Other judges included chef Himanshu Taneja, Culinary Director, India, Marriott International and famed actor-cum-producer, Chitrangda Singh.
The show will be a head-to-head face off between four celebrated chefs from various brands within the Marriott portfolio. The contestants will display their skills through different culinary challenges and will be scored on their versatility, proficiency and creativity. The winning dish will make it to the menu of more than 100 Marriott International hotels across India.
English Entertainment
ZEE5 UK partners Narrative Entertainment to add UK channels
Six FAST channels added as platform sharpens hybrid play in Britain
LONDON: ZEE5 UK struck a first-of-its-kind deal with Narrative Entertainment, bringing mainstream UK television channels onto an Indian streaming platform as it pushes to deepen its footprint in a crowded, mature market.
The partnership adds six of Narrative’s FAST channels to the service, including Great! Movies, Great! Romance, Great! Mystery and kids brands POP, Tiny Pop and POP UP, widening ZEE5 UK’s appeal across genres and age groups.
The move reflects a clear shift in strategy. ZEE5 UK is betting on a hybrid model that blends on-demand content with curated, always-on channels to drive discovery and increase time spent on the platform.
“This partnership represents a meaningful evolution in how we serve audiences in mature markets like the UK, where viewers are defined by habits, convenience and choice rather than geography or language alone,” said Parul Goel, territory head, Europe, Zee Entertainment. “By bringing trusted mainstream UK channels together with our premium originals, movies and kids’ content, we are building a more consumer-centric platform that simplifies viewing while increasing depth and relevance.”
Fateha Begum, commercial director, Narrative Entertainment, said the tie-up would fuel growth for both sides. “Our portfolio of quality programming, with such wide and enduring appeal, is a perfect complement to ZEE5 UK. This is a strong partnership that will support growth for both parties, and we share Zee Entertainment’s vision of an increasingly partnership-led future for the industry.”
ZEE5’s global library spans over 4,000 films and more than 500 originals, with over 130 new titles added annually. The addition of Narrative’s channels strengthens its kids offering and introduces genre-led linear experiences alongside its on-demand catalogue.
The deal also gives Narrative access to ZEE5 UK’s fast-growing user base, extending reach without diluting brand identity, while reinforcing ZEE5 UK’s network of more than 40 live channels.
As streaming wars intensify, ZEE5 UK is widening its playbook, blending content, convenience and partnerships in a bid to win screen time in one of the world’s toughest markets.
