the Atkin's diet help you shed weight faster or is
the Calorie Count diet the best way to cut the flab?
How do you balance your cardio and weights workout
to get that perfect 'midriff' for a lifestyle statement?
Whether, it's about body toning exercises, diet during
pregnancy, managing relationships, tips to look good
or about knowing more about your carbs & proteins;
viewers are increasingly surfing channels to find
the one hand we have a growing generation that is
'body conscious' to the core, works out at the nearby
gym and has no qualms about displaying a perfect body;
and on the other hand, there is a generation growing
on a new ism i.e foodism. With the metro restaurantscape
exploding with restaurants serving fare that covers
a wide gamut from Jewish, Japanese, Korean to Mediterranean;
dining out has become a way of life.
what have you here? A rather paradoxical situation,
what with a "expanding" middle class that
is enjoying the trendiest food at the costliest new
restaurants and on the other hand has an obsessive
horror of obesity and lifestyle diseases. A few statistics
reveal the whole story - Diabetes, Hypertension and
obesity are widespread in our urban milieu today.
Then, of course, heart disease is one of the leading
causes of death in India. The World Health organisation
predicts that by 2010 India will have 100 million
patients with heart ailments.
is exactly this TG that many of the channels are trying
to rope in with their health & fitness shows.
For many channels such shows (e.g Doctor NDTV)
means broadening the scope of their content, while
for some it makes for good weekend programming. Many
channel heads vouch that the next big upcoming genre
in the metro markets is going to be health and over
a period of time good health content will always find
at the preventive aspect of lifestyle diseases is
the country's leading business channel CNBC TV18 with
its health show The Goodlife Show, that has
been on for more than four years now. Elaborating
on the thought behind the show, Head Marketing, CNBC
TV18 Ajay Chacko says "Business and stress, bad
health are almost synonymous. We thought it prudent
to focus on various aspects of healthy living that
will help executives cope with stress and other ailments
that are a result of today's hectic lifestyles. Also,
with the increasing awareness about lifestyle related
ailments and people's desires to improve their habits;
particularly when it comes to preventive aspects,
the Goodlife Show has been gaining ground and
is one of the mainstays of our special interest programming.
But then we cover these issues with the lens of a
The show has a panel of experts who are consulted
on various aspects from time to time. With a focus
on contemporary health issues, the show has proved
to be a practical guide to healthy living. Its various
segments discuss and provide easy health and fitness
solutions relevant to the busy, high-stress lifestyle
of the corporate executive - current health issues,
expert opinion on health problems in focus and tips
on exercise and diet. Moreover, he adds, "our
team generally brainstorms over some of the pressing
issues faced by people, which are quite lifestyle
related; be it cardiovascular ailments or healthy
eating tips; the focus is on bringing expert perspective
together with a well research exposition of the problem.
The show currently has Hiranandani Hospitals, Oysterbay
as its sponsors and has a loyal set of viewers.
Menon on 'The Good Life show' on CNBC TV 18
feedback perhaps contributes maximum to the shows.
Most of the shows drive the content based on viewer
feedback and queries from viewers seeking specific
advice and suggestions on various topics. With a Monday
to Friday lineup, topics on the show could range from
Nutrition, Pregnancy, sleeping disorders, lifestyle
diseases, sexual problems, paedriatics etc.
Explains, Associate Producer, Vrushali Puranik Doctor
NDTV, a daily health show on NDTV India, "We
have viewers calling in with their queries from as
far as Sri Lanka, Middle East and South Africa. Inspite
of being a news channel, viewers are very clued on
to the show. We make sure that our show is not just
informative but also educational and to ensure this
we have a panel of the best doctors in the country."
She further adds, "Our target audience is really
the upwardly mobile metro audience. So, lifestyle
diseases like hypertension, obesity, diabetes and
other issues like managing relationships, sexual problems
do receive a lot of queries. Sometimes people are
not comfortable sharing all the queries with the doctor,
or sometimes a doctor's visit could just be a brief
visit. So, a health show really provides a faceless
platform that is highly interactive."
many of the channels health & fitness shows form
a part of their light weekend programming and sometimes
an opportunity to target the working SEC AB+ female.
Presented in a lighter vein, which is informative
as well as entertaining is Sabse Fit, on news
channel Aaj Tak. The show draws a perfect match by
roping in celebrities who share their fitness secrets,
favorite recipes with the viewers. Apart from the
medical aspects, the show has also roped in Bharat
Thakur, as a Yoga teacher on the show. As viewers
increasingly tune in to find effective toning up solutions,
the show has added many new elements and segments
to the show; including Product Watch, focusing
on the various health-care products and gadgets available
in the market, Diet Advice, which will focus
on the pros and cons of various diet programmes. Then
there is alternative Medicine, the segment will focus
on the new therapies and medicines available in the
market and investigative Health Reports, analyzing
health-related advertisements and claims.
But does the genre have the potential to stand alone?
Says chairman & managing director, Care TV Atul
Saraf, "One has seen a fragmentation in the TV
industry and health is definitely an emerging genre
of the future. This is because of the social dynamics
and in metros people are getting more health conscious
and that's why you'd see a number of weight loss centres
and fitness centers doing well for themselves. Apart
from the fitness aspect, there are the medical aspects,
so if you're suffering from an ailment like say diabetes
and the channel is running a series on the topic,
chances are that you will definitely watch it."
adds, "We saw a gap in the market and decided
to launch the channel. And depending on the viewer
feedback, we have added live interactive shows which
allows viewers to call in with their queries and speak
to a panel of doctors."
programmes in Health & Fitness category
TAM Peoplemeter System
TG: CS 4+
Time Period: Aug 1- Sept 30, 2004
10 Health/Fitness programmes
V Yog Chikitsh
TAM Peoplemeter System
Target Group: CS 4+
Time Period: Aug 1 - Sep 30, 2004
Market: All India