A new, mass audience, commercial television channel devoted to food and drink will be launched on November 5 by UKTV, the joint venture set up three years ago between the BBC and Flextech, the tv marketing and production organisation. Called UK Food, the channel will reach 5.8 million homes at launch and will be broadcast from 7am to 7pm, seven days a week. UKTV chief executive Dick Emery described the channel as a "celebration of food". He added: "It will pick up the BBC's rich legacy of award-winning food shows, featuring a top line-up of chefs such as Jamie Oliver, Delia Smith and Rick Stein in a unique broadcast of live and pre-recorded shows." Sources close to the new channel say that the presence of so many household "foodie" names is regarded as "powerful ammo". As one put it: "Other food channels do not have the food stars the masses want to watch as they are tied to the Beeb. Add that to the quality and production values of the BBC and we believe we're on to a winning formula." Emery emphasises that UK Food will deliver an audience on a national basis that is attractive to food and drink producers "at a capital cost that is affordable." He told The Grocer: "Companies who have not been able to afford television will now be able to take advantage of this powerful medium." Emery has promised that the new channel, which will be formally unveiled in London next week, will give audiences an unrivalled, up to date daily diet of recipes, consumer news and tests, food tips and even a food drama. UKTV estimates that digital viewing in Britain will almost double by 2005 with 33 million viewers expected to be tuned in. {{NEWS }}