A new cooking channel Zaiqa, a project of the Media Times Limited, was launched in a huge ceremony on Thursday held at the Royal Palm Golf and Country Club.
Punjab Governor Salmaan Taseer inaugurated the event, which was hosted by television host Nazia Malik, who is also doing one of the programmes on the channel.
The channel will broadcast cooking shows by countrywide renowned chefs who will be displaying their culinary skills to woe the food lovers of the country.
All and sundry: Hosting the launching ceremony, Nazia said, “Women have great interest in cooking and the channel will be a delight for all food lovers. The channel will bring a new ‘Zaiqa’ (taste) and excite the taste buds of many families… ‘Zaiqa’ aims to cater to all and sundry and will greatly help housewives in learning new recipes and keeping their families happy.”
Chefs that would be appearing on various shows include Mehdi, Nadeem, Hussain Tariq, Amna and Farah Jehanzaib.
Mehdi is well-known for his desserts, and expertise in various other food items. Nadeem specialises in delicious desi and continental food, while Farah Jehanzaib, a housewife, is known for reaching out to the housewives through her ‘household’ recipes. Nazia will also be doing a show on health and fitness.
Global cuisine: The channel will bring together Arabic, Lebanese, Indian, Pakistani, Continental, Chinese, Japanese and Thai cuisines. Talking to Daily Times, Shehryar Taseer said, “Although there are many cooking channels already operating in the market, the Media Times has always tried to follow a ‘triangular’ approach by addressing the middle classes.” He said the main target audience of the channel was women, who play a pivotal role in the household.
The launching ceremony of Zaiqa was also unique, as starters prepared by the Zaiqa chefs were presented to the guests, who appreciated the presentation and the variety of flavours. The city’s elite, film stars and people from different media organisations were present at the launching ceremony of the new channel.
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