
Saturday, 7:15pm,
ITV1
Or to give it its full name Win Win With People’s Postcode Lottery, this is certainly quite interesting from a broadcast perspective. They’ve mainly funded it. It’s claiming to be the Most Interactive (pre-recorded) Show Ever, and it’s guaranteeing to give away £1,000,000 to a player at the end of the series (against Strictly)… and it could be you!
A lot to unpack. Let’s start with Mel and Sue who are lovely but fronting a big shiny floor Saturday night show feels like a bit of a choice. The game is based around survey questions which I’ve always found a bit irritating. And the INTERACTIVITY involves logging into the Win Win website and having done this Friday morning it involves work (Put your mobile number in, wait for a PIN code, wait to press a button to have it resent as the first one hadn’t arrived ten minutes later, input PIN code, select a new or same PIN code, re-enter new PIN code, decide whether to take the People’s Postcode Lottery’s offer of free entry into October draws, decide on which marketing things you want one of Mel and Sue always tells the truth the other always lies style, fill out all your registration details that may or may not include your blood type and how many cousins you’ve got and then finally, FINALLY you’re ready to play). I’ll be fascinated to find out how many people coming to the first episode cold will actually bother to finish, and how much downtime they’ll be wasting at the top of the show for people to do this before getting into any meat. And God help them if there are tech issues.
However Hello Dolly might be many things but they’re not idiots, and the Postcode Lottery has been highly successful in sponsoring shows across Europe – probably most notably the Netherlands where it’s been sponsoring big primetime gameshows like Miljoenenjacht (Hunt the Millions – the original Deal or No Deal) and Een Tegen 100 for two decades now. Seeing as they’ve largely funded this it will be interesting to see how much they get out of it, You Bet didn’t do great numbers last week and in a few weeks it’ll be on directly against Strictly. If 50-, 100-thousand new players sign up is that good? I don’t know. 5-10% audience conversion rate feels quite high.
We’ll see! Anyway let us know what you think in the comments.


