Twenty years ago, the major Quebec television networks launched into a new genre that was both loved and despised: reality TV. Since then, the programs have multiplied, shattering ratings records and gradually winning the heart and respect of both the public and the traditional media. But between the failures, the controversies and the loss of speed of the small screen, can we always predict such a bright future? Third text of our series The love of reality TV.
Reality TV is far from rallying as many Quebecers as in the early 2000s. However, broadcasters are still betting as much on this formula, if not more. Simply because the Big Brother and Double occupation of this world make it possible to reach an audience that otherwise escapes them: young people, the obsession of advertisers. Ironically, these are the same advertisers who today could lead reality TV to its downfall.
“Between what the public wants and what advertisers want, these are two different things,” observes Nicolas Lemay, one of the main craftsmen in this niche in Quebec, of the resounding success of the first loft story to the ephemeral XOXO. Because in these times of “political correctness”, all the subversive side of reality TV, which has nevertheless made its reputation, annoys advertisers today.
The most obvious example: docureality Bartenders, broadcast in 2017 and 2018 on what was still called V and MusiquePlus at the time. The series followed in their daily life a group of girls who raised their elbows and spoke without shame about their sexuality, far from the very formatted framework which is imposed on the candidates of more mainstream reality shows like Double occupation (OD).
“We were doing half a million ratings, which is completely completely stupid! If MusiquePlus had continued in this vein, the channel would still exist. But when the #MeToo arrived [à l’automne 2017], there is a cleaver that fell on reality TV. Advertisers have become more hesitant”, regrets Simon Sachel, the designer of Bartenders and a great defender of “crude” American-style reality TV.
We also owe him 281. Stage Gods and The Kults, in which he pointed his camera at a flamboyant couple formed by an ambitious businessman and a former porn actress. In 2017, channel V did not wish to renew this provocative show for a second season. Since then, Simon Sachel has worked on much wiser formats, such as Mothers on the go at Canal Vie or even “the dating show » 5 guys for me at VAT.
“We completely neglected the more trash in Quebec. It lasted two or three years, and then nothing. One show as Bartenders, that would not be possible today. However, Quebecers consume much more daring shows on Netflix, such as Selling Sunset Where Tiger King “, underlines Simon Sachel, who sees a certain hypocrisy in it.
The last word to advertisers
The noose is tightening around reality TV in Quebec, and even OD was the victim this fall, when three candidates were expelled after being accused of “intimidation”. Quite a paradigm shift for a show that has made “bickering” and “mess” its trademark. But if the fate ofOD seems uncertain today, it is because many sponsors have left the ship following the controversy. Not because the public turned their back on it: the ratings even increased the week following this whole saga.
“Sponsors should not interfere with editorial content. You associate yourself or you don’t associate yourself, with the risks that come with it. The freedom we had before, especially with MusiquePlus and MusiMax, no longer exists,” laments Anne-Marie Losique. In 2004, she produced rural life, the Quebec adaptation of The Simple Life, in which she also starred alongside singer Jacynthe. The following year, she offered people not ordinary, the ancestor of big brother celebritieswith Mado Lamotte and Paul Cagelet in particular.
Almost 20 years later, Anne-Marie Losique has lost interest in this television genre, once daring, today sanitized: “Reality TV has never been reality, we agree. But people were drawn to the authenticity that you couldn’t find anywhere else. There was squabbling, shouting… We saw people’s imperfections. Today, it has become very formatted by advertisers and candidates are aware of their image. This may partly explain the drop in interest. »
Young people in the sights
The second season ofOD reached the milestone of 2 million viewers. 654,000 watched the episode that followed the controversy live this year. Of course, we must avoid comparing apples and oranges. OD moved from TVA, the most watched channel, to Noovo. Times have changed too. In 2004, digital catch-up and platforms did not exist.
But the fact remains that the novelty effect seems to have faded. “If reality TV still exists, it’s mainly because it’s the only way broadcasters have found to rejuvenate their audience”, says Professor Luc Dupont, author of the essay. Reality show. When reality is a lie.
We completely abandoned the more trashy aspect in Quebec. It lasted two or three years, and then nothing.
Even if all the studies prove that it is the older people who concentrate the purchasing power, and even if the demography of Quebec is aging, advertisers remain paradoxically obsessed with the idea of reaching the youngest. “Young women even more,” says Luc Dupont, which is exactly the target audience for reality TV.
“Advertisers also love reality TV because people have to watch it live, if they don’t want to be too late. […] When listening to it live, people cannot skip the ads. Advertisers like sports on TV for the same reasons,” adds this professor from the Department of Communication at the University of Ottawa.
Reality TV therefore still seems to have a future on traditional television. Unless the new considerations of the time decide otherwise.