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Edition: U.S. Article Comments (0) Save Email Print Reprints Most Popular Most Shared Volcker: Taxes likely to rise eventually to tame deficit 06 Apr 2010 Iran's president attacks Obama on nuclear "threat" 2:05pm EDT Florida says challenge to healthcare reform widens 4:42pm EDT Greenspan says Congress pushed Fed on housing boom 10:42am EDT Leaked U.S. video shows deaths of Reuters' Iraqi staffers 05 Apr 2010 Volcker: Taxes likely to rise eventually to tame deficit 06 Apr 2010 Florida says challenge to healthcare reform widens 4:42pm EDT Greenspan says Congress pushed Fed on housing boom 10:42am EDT Iran's president attacks Obama on nuclear "threat" 2:05pm EDT IRS could tap refunds for health insurance penalties 05 Apr 2010 Indian soap operas draw new captive audience, men Shilpa Jamkhandikar MUMBAI Wed Apr 7, 2010 1:39pm EDT MUMBAI (Reuters) - When 42-year-old business executive Sam Joy gets home from work, like millions of employees around the world, he turns to television for some relaxation, but it's not the TV you'd expect. Entertainment | Lifestyle Instead of tuning into a news or sports channel, a reality TV show or some thriller, Joy watches "Uttaran," a popular prime-time soap opera about two women in love with the same man. Joy is just one of many Indian men hooked to soap operas, breaking a stereotype that these shows attracted women-only and forcing entertainment channels to tweak programing for men. "When reality TV became a part of the programing, we managed to pull in a lot of male viewers from news channels," says Ashvini Yardi, head of programing for the Colors channel, which airs "Uttaran." "But they stayed back for the daily soaps because the content of the daily soaps has undergone a change. "We find that men like strong women characters and there is a high recall value for them, so that is something else we keep in mind when we design our programing," says Yardi. In recent years, Indian television has moved on from family dramas revolving around wicked mothers-in-law to social themes like female infanticide, child marriage and poverty. These topics appeal as much to the male viewer as they do to women, with the average Indian spending around 150 minutes huddled around the television each day. Television ratings indicate that nearly 43 percent of the audience for general entertainment channels over the last two years is male. At an industry conference in March, the CEO of Star India, Uday Shankar, said the amount of time men spent on entertainment channels had gone up by 25 percent in the last couple of years. "We have to innovate and create new programing to appeal to the changing general entertainment channel audience," Shankar told the conference. That innovation is coming in the form of more and more reality TV shows, moving away from the safe haven of singing competitions and venturing into realms such as psychological therapy and television weddings. As for Joy, he prefers his daily dose of soaps but would watch more news if he had more control over the remote, which is usually wielded by his wife. "But I would also check to see what's happening in Uttaran. So far, I like it. I hope they don't turn it into the regular soap story," he said. (Editing by Miral Fahmy) Entertainment Lifestyle Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. More from Reuters Solar-powered plane soars above Switzerland PAYERNE, Switzerland (Reuters) - A solar-powered airplane designed to fly day and night without fuel or emissions successfully made its first test flight above the Swiss countryside on Wednesday. Rare Kahlo painting of idol to reappear at auction Egypt urges states to cooperate on artifact return Indian soap operas draw new captive audience, men Scientists fix GPS to pigeons to analyze leadership "Fat dissolving" spa treatment no such thing: FDA » More Top News "Of course we made mistakes" Alan Greenspan -- once revered for his economic wisdom -- defended his deeply flawed legacy and denied the Fed helped to inflate house prices. 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