Posted:
Onscreen weight loss gains popularity
Swati Maheshwari
Wednesday, May 23, 2007: (Mumbai):
"I want to be normal for once in my life. I have been called fat for as long as I can remember," said a girl contestant on a reality show.
The reality show, a top rated programme on NBC, has made for riveting television as it captures the despair, grit and triumphs of 16 grossly overweight Americans pushed to their limits in trying to lose weight in a given period of time.
The transformation was remarkable, as contestants on the show have so far lost a staggering 22,000 pounds or 1000 kgs over the last three years.
Bollywood actors Sunil Shetty has introduced the show in India Biggest Loser Jeetega. Adapted in 22 countries, it's producers feel it's time has come in India.
A health freak himself Sunil Shetty hosts the show, playing the big brother who motivates the contestants.
"I'm the brother whose shoulder they cry on when depression takes over, when they're missing their families. Its got all the elements, drama, emotion, it's like a masala Hindi film," said Sunil Shetty, Actor and Host.
Of course, not only is this show cashing in on the latest craze of reality shows, it's also tapping into the now boundless aspirational value of looking good, of which being slim is an essential part.
And this craze to look good formed and fed by relentless images of actors and models with hour glass figures in body hugging outfits, cuts across income levels spreading to smaller towns and cities.
In extreme cases, the obsession has led to eating disorders like anorexia and bulimia, which till now were diseases only seen in the West.
"Ours is a general mass entertainment channel which is for every class and group. Our marketing feedback tells us women aspire to be like these television stars who are far more relatable, beamed into our living rooms everyday. And they know that being fat and pretty is of no use. Being slim or thin is very important," said Rajeev Chakrabarti, Marketing Head, Sahara One.
Swati Maheshwari
Wednesday, May 23, 2007: (Mumbai):
"I want to be normal for once in my life. I have been called fat for as long as I can remember," said a girl contestant on a reality show.
The reality show, a top rated programme on NBC, has made for riveting television as it captures the despair, grit and triumphs of 16 grossly overweight Americans pushed to their limits in trying to lose weight in a given period of time.
The transformation was remarkable, as contestants on the show have so far lost a staggering 22,000 pounds or 1000 kgs over the last three years.
Bollywood actors Sunil Shetty has introduced the show in India Biggest Loser Jeetega. Adapted in 22 countries, it's producers feel it's time has come in India.
A health freak himself Sunil Shetty hosts the show, playing the big brother who motivates the contestants.
"I'm the brother whose shoulder they cry on when depression takes over, when they're missing their families. Its got all the elements, drama, emotion, it's like a masala Hindi film," said Sunil Shetty, Actor and Host.
Of course, not only is this show cashing in on the latest craze of reality shows, it's also tapping into the now boundless aspirational value of looking good, of which being slim is an essential part.
And this craze to look good formed and fed by relentless images of actors and models with hour glass figures in body hugging outfits, cuts across income levels spreading to smaller towns and cities.
In extreme cases, the obsession has led to eating disorders like anorexia and bulimia, which till now were diseases only seen in the West.
"Ours is a general mass entertainment channel which is for every class and group. Our marketing feedback tells us women aspire to be like these television stars who are far more relatable, beamed into our living rooms everyday. And they know that being fat and pretty is of no use. Being slim or thin is very important," said Rajeev Chakrabarti, Marketing Head, Sahara One.
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