Dubai-based Physique TV hopes the region will tune in to shape up

Physique TV, the region's first channel dedicated to health and fitness, launches in the UAE.

Yoga Today is shown evenings on Physique TV. Courtesy Physique TV

If the thought of joining a boot-camp class before work is a little daunting or an aerobics session during your lunch break even more so, then Physique TV may be a more comfortable approach to exercise.

The Middle East’s first dedicated health and lifestyle television channel, which launched this week, aims to get couch potatoes excited about their own well-being.

The free channel airs content in both Arabic and English, targeting anyone over the age of 18 with programmes such as Gym Guide, Yoga Today and Pilates in the morning and midday as well as cookery shows and dramas, such as Love in the Wild in the evening.

“The more I got involved with Physique TV, the more I could see the potential,” says Peter Einstein, a partner and the general manager of Physique TV and formerly the president and chief executive of the satellite service Showtime Arabia.

“It’s a great concept. There is nothing like it in the region, where lifestyle health issues is high on the agenda of governments and health officials.”

The channel, owned by Physique Productions – whose parent company Starlight General Trading in Dubai operates in commodities, media, technology and health and also sells gym equipment – has its aims firmly in line with the health ministries of the region.

With some of the highest obesity and diabetes rates in the world, governments across much of the Arab world are under increasing pressure to tackle non-communicable diseases (NCD) and keep expanding waistlines under control.

Almost 43 per cent of Kuwait’s population is obese, 35 per cent in Saudi Arabia and almost 34 per cent in the UAE.

The International Diabetes Federation estimates that by 2030 the number of diabetics in the Middle East and North Africa will double to 59.7 million.

This substantial rise has become a burden on government budgets as the costs of treatment and medicine rise. A young population with little knowledge of the consequences of a poor diet and lack of exercise has fuelled what is being called an epidemic.

According to a report from Booz & Co, if the GCC governments fail to enact measures to curb the rising prevalence of NCDs, the total economic burden is expected to reach US$68 billion by 2020.

“Rapid economic advances in the GCC have led to the population adopting a sedentary lifestyle. The result is a rising incidence of NCDs such as cardiovascular illnesses, cancer and respiratory diseases. NCDs have become the leading cause of death in the GCC and their prevalence, which is at epidemic levels, is undermining the societal gains stemming from economic development,” reads the report.

As a result, Mr Einstein feels the Physique TV launch is timely.

“We’re the only ones doing this kind of genre,” he says. “We’re not changing habits of people overnight, but if watching Physique makes them think twice about what they put on their plate in the buffet and not reaching for that extra French fry and makes people think about their health, then we will have accomplished our aim.

“We have everything in the health and fitness genre, everything that has to do with the body and how you take care of it. We have more instructional workout shows in the morning and as we roll into the evening there is more lifestyle programming, cooking shows and dramas. We’ll be catering to different audiences throughout the day.”

Mr Einstein says while the channel is a focused niche, it has a big opportunity to attract a wide range of advertisers.

The company is targeting health and fitness companies for advertising, in terms of partnership opportunities and product placement. And Physique TV also has an in-house production team, to develop shows with relevance to the problems in the region. It is looking to grow this part of its business over time and create more in-house shows in Arabic.

Rana Obeid, a stay-at-home mother of three, is already a fan.

“I do not like going to the gym. Doing a workout in my home is good for me because I am busy with my children. When they are at school I can just do the exercise in front of the television. It gives me privacy, which is important for me,” she says.

Physique TV is broadcast on Arabsat satellite — available across the entire Mena region. In the UAE, the channel is available are on the du network and Etisalat’s eLife.