New York: Zee chairman Subash Chandra popularly known as the "Rupert Murdoch of India" launched the Veria tv channel. With his Essel Group of companies, which includes Zee TV, the Indian Cricket League, and the nationally growing newspaper the Daily News, Chandra contains a more holistic view of life as compared to his Australian NewsCorp competitor and co-owner of STAR Plus. Chandra is the chairman of Ekal Vidyalaya and president of the meditative Global Vipassana Foundation .Through the introduction of the Veria tv channel Chandra has made his move into the American mainstream media. It is a 24/7 HD programme for natural health and wellness network which encourages active and healthy lifestyle. Speaking about the launch of the channel, Chandra, Chairman of Zee Entertainment Enterprises Network, said that "The only thing that came to my mind was that we have learned to live in harmony with nature and how to live happy without consuming chemicals. That is what I thought as the kind of programming we could give to the global audiences and expand our reach to the global network." The networks most popular show currently is "Fed Up!" which provides the audience with a high-energy cooking class with chef and natural nutritionist Andrea Beaman. Another show known as 'Incurables' aired in the channel follows the stories of patients who have overcome life threatening diseases through unconventional methods.Chandra agreed that the medical community should be a partner in his new enterprise. Veria also provides a lifestyle-focused Web site where viewers can check out "Eat For Your Dosha" or ask natural health questions online to "Doctor B," aka Dr. Bhargava Boddu, who is an author and 20-year veteran of natural and complementary medicine specializing in naturopathy, Ayurvedic medicine and yoga therapy. " He directed to the fact that Veria's concept is to first think about wellness rather than illness. With Americans focusing on health care Veria seems to be swimming with the current of new trends to assist America's epidemic obesity, diabetes, or the fact that nearly two-thirds of Americans are on some kind of diet. "We ultimately would want medical practitioners to participate in the process and partner with us in telling people to watch Veria to get more health tips and whatever treatment the doctor is giving them." he said. Regarding his future plans in India Chandra said that, "We are very soon launching a Zee Gold Channel, for example, which will be an ala carte pay service where, if you want, you can take all digital services, or you if you don't want to take it, you don't. It's not going to be advertising supported. It will be only pay market"