Hum Masala, the UK’s leading Asian food channel, has come up trumps in a poll conducted by the UK’s only Asian media news publication, BizAsiaLive.com.

During a six-week period, BizAsiaLive.com put a public poll on its website, asking which UK Asian TV channel viewers were enjoying watching food content on most. The choices given were Hum Masala, Living Foodz, Star Plus, Rishtey and Star Bharat.

Hum Masala topped the poll with majority of the votes. Out of the 583 votes, Hum Masala clinched 303 votes, followed by Star Plus’ ‘Star Zaika’ slot with 118 votes, Living Foodz next with 106 votes, Star Bharat with 33 votes and Rishtey was at the bottom of the poll with 23 votes.

Since Hum Masala’s success in the UK, other channels have introduced food bands on their programme schedules. ZEE launched a full-fledged food channel, which was touted as the UK’s first Indian food channel but the response has been somewhat lukewarm. Hum Masala continues to lead the way with a weekly reach well above the 200,000 mark. In latest figures for week ending Sunday 6th January, Hum Masala registered a reach of 216,000 viewers, nearly double to that of Living Foodz’s 114,000 reach.

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