29 July 2011

- New food application by StarHub presents extensive international recipe database with localised features

Singapore, 29 July 2011 – StarHub unveils FooD.I.Y, a unique and exciting new iPad application that presents a library of recipes in both text and demo video formats from well-known international chefs on StarHub TV’s food channels and a well-known local culinary school, enhanced with customised user-friendly functions adapted for Singapore.

Another initiative presented by Hubalicious – StarHub’s experiential food and lifestyle platform, the FooD.I.Y application is currently available on iPhone.

FooD.I.Y is unique as it is the first locally-produced application that integrates an extensive database of recipes from popular chefs and TV hosts, culled from programmes on StarHub’s popular food channels such as BBC Lifestyle, Food Network Asia and TLC, as well as Palate Sensations culinary studio, with added functionality for local users on a single interface.

These touches offer mobile users a wealth of useful and practical information all about cooking at their fingertips.


Wide selection of recipes
includes recipes from celebrity chefs such as Bobby Chinn, Bobby Flay, Jamie Oliver, Paula Deen, Rachel Allen, Rachael Ray and more. New recipes will be updated monthly.

Selected video tutorials
There are step-by-step video tutorials demonstrated by the celebrity chefs for selected recipes.

Detailed ingredients and tools glossary
This highly-informative and educational feature is excellent for budding home chefs as there is a description and picture of every ingredient listed, as well as recommended substitutions for less commonly-available items. Suggestions on where ingredients and tools can be purchased in Singapore are also provided.

Easy-to-navigate platform
for iPad offers hassle-free browsing of its recipes of myriad cuisines via multiple ‘search’ options, be it by a chef’s name, meal category (starter, main course or dessert) and even by occasion.

Handy shopping list
This nifty feature allows users to consolidate ingredient requirements from different recipes. The completed shopping list can then be emailed for easy reference.

Conversion chart
This function provides quick and easy conversion across all recipes.

Specially created for the Singapore market, new and exclusive promotions with special deals and discounts with F&B outlets and food purveyors will be offered each month.

My favourites
Add recipes to a list of favourites for easy reference.

enables emailing of favourite recipes to contacts and also sharing with friends on FaceBook.

FooD.I.Y is available free from the App Store and is compatible with iPad, iPhone and iPod Touch. Requires iOS 4.0 or later.

FooD.I.Y on eTV
FooD.I.Y is now available on StarHub’s eTV (enhanced TV).

StarHub viewers can enjoy selected content from the FooD.I.Y iPad and iPhone application during specific programmes on food channels BBC Lifestyle, Food Network Asia and TLC. This includes recipes, chef profiles and a recipe search function by names of chefs and dish types. Interactivity is also encouraged through a viewer voting exercise for favourite recipes and weekly rankings will be showcased.

Viewers can access FooD.I.Y on eTV by pressing the green button on their remote control when the green spot shows at the top right corner of their television screens during relevant programs.

is StarHub’s new food and lifestyle platform that aims to ‘bring food to life’. Through engaging consumers via a specially-crafted suite of integrated activities and programs, including a food application for iPhone and iPad, Hubalicious hopes to draw consumers closer to its offerings and personalities on all four food and lifestyle channels, AFC (Asian Food Channel), BBC Lifestyle, Food Network Asia and TLC.