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Special Report

Health ‘fit’ting well into ratings plans

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Can 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 such information.

On 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.

So, 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.

It 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 an audience.

Looking 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 business medium.”

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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.

Mini Menon on ‘The Good Life show‘ on CNBC TV 18

Viewer 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.”
For 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.”

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He 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.”

Top programmes in Health & Fitness category
Channel Programme Dur
(min)
Genre TVR Reach in 000s % share
Zee TV Good Health Show 31 Health/
Fitness
0.46 763 52
Aaj Tak Sab Se Fit 19 Health/
Fitness
0.3 354 24
NDTV 24×7 Doctor
NDTV
30 Health/
Fitness
0.11 97 7
DD Sports Fitness
First
28 Health/
Fitness
0.09 243 17
Source: TAM Peoplemeter System
TG: CS 4+
Market: Hindi Speaking Market
Time Period: Aug 1- Sept 30, 2004
Top 10 Health/Fitness programmes
Channel Programme Start Time Day of Week Dur
(min)
Genre TVR
DD1 Take Care 1:30 pm Saturday 27 Health & Fitness 0.5
Zee TV Good Health Show 11:30 am Sunday 31 Health & Fitness 0.37
Sun TV Nalamthana 12 noon Saturday 28 Health & Fitness 0.33
DD1 Prakrutik V Yog Chikitsh 9 am Saturday 29 Health & Fitness 0.3
DD Delhi Health Show 3:30 pm Friday 29 Health & Fitness 0.25
Discovery Amazing Baby Videos 8:30 pm Monday 30 Health & Fitness 0.24
Eenadu TV Indradhanushu 8:00 am Saturday 31 Health & Fitness 0.21
Discovery Body Challenge 1:00 pm Tuesday 55 Health & Fitness 0.2
NDTV India Doctor NDTV 3:30 pm Sunday 31 Health & Fitness 0.2
Jaya TV Avasara Shichchai Piriv 9:40 pm Sunday   Health & Fitness  
Source: TAM Peoplemeter System
Target Group: CS 4+
Time Period: Aug 1 – Sep 30, 2004
Market: All India
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Comedy

Hamara Vinayak takes faith online as God joins the digital revolution

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MUMBAI: Some friendships are made in heaven; others are coded in Mumbai. Hamara Vinayak, the first-ever digital original from Siddharth Kumar Tewary’s Swastik Stories, turns the divine into the delightful, serving up a story that’s equal parts start-up hustle and spiritual hustle.

Some tech start-ups chase unicorns. This one already has a god on board. Hamara Vinayak takes the leap from temple bells to notification pings and it does so with heart, humour and a healthy dose of the divine.
At its core, the show asks a simple but audacious question: what if God wasn’t up there, but right beside you, maybe even debugging your life over a cup of chai?

The show’s tagline, “God isn’t distant… He’s your closest friend” perfectly captures its quirky soul. Across its first two episodes, screened exclusively for media in Mumbai, the series proves that enlightenment can come with a good punchline.

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The series follows a group of ambitious young entrepreneurs running a Mumbai-based tech start-up that lets people around the world book exclusive virtual poojas at India’s most revered shrines. But as their app grows, so do their ethical grey zones. Into this chaos walks Vinayak, played with soulful serenity and sly wit by the charming Namit Das, a young man whose calm smile hides something celestial. 

Tewar extreme left with the caste

He’s got the peaceful look of a saint but the wit of someone who could out-think your favourite stand-up comic. Around him spins a crew of dream-driven youngsters – Luv Vispute, Arnav Bhasin, Vaidehi Nair and Saloni Daini who run a Mumbai-based tech start-up offering devotees across the world the chance to book “exclusive” poojas at India’s most sacred shrines. It’s a business plan that blends belief and broadband – and, as the story unfolds, also tests the moral compass of its ambitious founders.

“The first time I read the script, I found the character very pretty,” Namit joked at the post-screening interaction. “It’s a beautiful thought that God isn’t distant, he’s your closest friend. And playing Vinayak, you feel that calm but also his cleverness. He’s the friend who makes you think.”

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The reactions to the series ranged from smiles to sighs of wonder. Viewers were charmed by the show’s sincerity and sparkle, a quality that stems from its creator’s belief that faith can be funny without being frivolous.

Among the cast, Luv Vispute shines brightest, his comic timing adding sparkle to the show’s more reflective beats. But what keeps Hamara Vinayak engaging is the easy rhythm of its writing – one moment touching, the next teasing, always gently reminding us that spirituality doesn’t have to be solemn.

Luv spoke fondly of his long association with Swastik. “Since my first show was with Swastik, this feels like home,” he said. “Every project with them is positive, feel-good, and this one just had such a different vibe. I truly feel blessed.”

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Saloni Daini, who brings infectious warmth to her role, added that she signed up the moment she heard the show was about “Bappa.”

“We shot during the Ganpati festival,” she recalled. “The energy on set was incredible festive, faithful, and full of laughter. It’s such a relatable story for our generation: chaos, friendship, love, kindness, and faith all mixed together.”

vinyak

Vaidehi Nair and Arnav Bhasin complete the ensemble, each representing different shades of ambition and morality in the start-up’s journey. Their camaraderie is easy and believable, a testament to how much the cast connected off-screen as well.

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This clever fusion of mythology and modernity plays to India’s two enduring loves, entertainment and faith. Mythology has long been the comfort zone of Indian storytellers, from the televised epics of the 1980s to the glossy remakes that still command prime-time TRPs. For decades, gods have been our most bankable heroes. But Hamara Vinayak tweaks the formula not by preaching, but by laughing with its characters, and sometimes, at their confusion about where divinity ends and data begins.

Creator Siddharth Kumar Tewary, long hailed as Indian television’s myth-maker for shows like Mahabharat, Radha Krishn and Porus, explained the show’s intent with characteristic clarity, “This is our first story where we are talking directly to the audience, not through a platform,” he said. “We wanted to connect young people with our culture to say that God isn’t someone you only worship; He’s your friend, walking beside you, even when you take the wrong path. The story may be simple, but the thought is big.”

That blend of philosophy and playfulness runs through the show. “We had to keep asking ourselves why we’re doing this,” Tewary added. “It’s tricky to make something positive and spiritual for the OTT audience, they’ve changed, they want nuance, not sermons. But when the purpose is clear, everything else aligns.”

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For the creator of some of Indian TV’s most lavish spectacles, Hamara Vinayak marks a refreshing tonal shift. Here, Tewary trades celestial kingdoms for co-working spaces and cosmic battles for office banter. Yet his signature remains: an eye for allegory, a love for faith-infused storytelling, and an understanding that belief is most powerful when it feels personal.

Hamara Vinayak, after all, feels less like a sermon and more like a conversation over chai about what success means, what faith costs, and why even the gods might be rooting for a start-up’s Series A round.

As Namit Das reflected during the Q&A, “Life gives us many magical, divine moments we just forget to notice them. Sometimes even through a phone screen, you see something that redirects you. That’s a Vinayak moment.”

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The series also mirrors a larger cultural pivot. As audiences migrate from television to OTT, myth-inspired tales are finding new form and flexibility online. The digital screen lets creators like Tewary reinvent the genre, giving ancient ideas a modern interface, without losing the emotional charge that’s made mythology India’s storytelling backbone for decades.

In a country where faith trends faster than any hashtag, Hamara Vinayak feels both familiar and refreshingly new, a comedy that’s blessed with heart, humour and just enough philosophy to keep the binge holy.

For a country where mythology remains the oldest streaming service, Tewary’s move from TV to OTT feels both natural and necessary. Indian storytellers have always turned to gods for drama, guidance and TRPs from Ramayan and Mahabharat on Doordarshan to glossy mytho-dramas on prime time. But digital platforms allow creators to remix reverence with realism, and in Hamara Vinayak, faith gets an interface upgrade.

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The result is a show that feels like a warm chat with destiny, part comedy, part contemplation. And in an age of cynicism, that’s no small miracle.

As Tewary put it, smiling at his cast, “The message had to be positive. We just wanted to remind people that even in chaos, God hasn’t unfriended you.”

With 5 episodes planned, Hamara Vinayak promises to keep walking that fine line between laughter and light. It’s mythology with memes, devotion with dialogue, and a digital-age reminder that even the cloud has a silver lining or perhaps, a divine one.

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If the first two episodes are any sign, the show doesn’t just bridge heaven and earth, it gives both a Wi-Fi connection.

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