A new show on TVM is aiming to revolutionise Maltese television by having no actual content and consisting of just a list of sponsors.
The show, called Miġjub Lilkom Minn (Brought To You By), was aired for the first time last night, and featured presenter Carlo Borg Bonaci reading out a list of sponsors for the entirety of the show’s 45-minute run-time, which was also interspersed with regular ad breaks.
According to data supplied by TVM, the maiden episode was watched by 92,451 viewers, surpassing the records of both Xarabank and X Factor Malta.
“We had a feeling the show would be a hit, but never in our wildest dreams did we think it would be the most popular television event in Maltese broadcasting history,” Nicholas Fenech of Tronġa Productions, the show’s creators, told Bis-Serjetà.
Asked what he thought the reason behind the show’s instant success was, Fenech said:
“Maltese audiences are so used to being bombarded with sponsorships and product placements that they’re conditioned to just wait patiently for the show to start. We tapped into that and came up with what is arguably the most cost-effective TV show ever made, since we didn’t have to pay for useless things like actors, hosts and scriptwriters, and got to rake in thousands of euros worth of sweet sponsorship money.”
Viewers who spoke to Bis-Serjetà said they loved the show’s simple concept.
“I usually get a headache whenever I try to watch clever, high-brow shows like Ħadd Għalik, but I really enjoyed just listening to a list of company names,” said Angele Pulis, 44, from Qawra.
“My favourite part was when he said ‘Shalazaya Beauty Salon’. I hope they have more beauty salon sponsors on next week’s episode,” said Georgette Tabone, 52, from Fgura.
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