when nostalgia attracts an audience

The audiovisual landscape is marked by the return of cult shows: The Wheel of Fortune, A Golden Family, Intervilles, Live My Life, The Weakest Link, Star Academy or more recently Hand sewn… On their original channel or another, this entertainment is given a new life.

“Several reasons explain this phenomenon,” notes Laurence Leveneur-Martel, media sociologist. The first is practical and economical: with the multiplication of channels linked to DTT, the schedules must be filled. With formats that have already proven themselves, less expensive than creations, we limit the risks of failure. The second, which reinforces the first, is editorial: these broadcasts respond to a desire of the public, in particular of groups who praise them on social networks. »

The phenomenon, visible for several years, amplified during the first confinement: communities of fans put into circulation sequences of old programs, generally game shows or reality shows, which appealed to generation Z, these young people under 30 who “like, share or rewatch these extracts over and over”.

In a context of anxiety-provoking current events, these shows offer a light and reassuring form of escape. They also create an intergenerational link, bringing together historical viewers and young audiences.

Nostalgia plays a central role here. Maeva, 23, a master’s student and music lover, says: “Today, when I have left the family cocoon, when I have the blues, I watch cult sequences of Star Ac’ that I watched as a child with my parents. »

Safe values

The “revival” then becomes an effective lever for capturing dispersed audiences. The return of Bigdil illustrates this dynamic: more than twenty years after its cessation, the show has regained a good audience, coupled with strong online visibility, thanks to the strong sympathy of its historic host, Vincent Lagaf’.

For the revival of a show, the choice of host is indeed a key element. Like the Bigdil, many rely on continuity, such as Only the truth counts with its emblematic duo Bataille and Fontaine, “graying, but still as effective”, according to Suzy, 52, a die-hard fan.

For the exhumation of Hand sewn by RMC Life, Cristina Cordula, who already hosted it on M6, has also been reappointed. Other channels are betting on novelty by securing the services of a star.

This is the case for M6 which confided The weak link new look to Olivier Minne and The wheel of fortune to Eric Antoine. Intercity, for his part, had no choice: Guy Lux having died a long time ago, the indestructible Nagui was called to the rescue by France 2.

More authenticity

This feedback does not mean that producers are copying and pasting old formulas. They adapt to current expectations, focusing on more sobriety and authenticity. This is the case of Live my life.

For Rodolphe Guignard, director of original production content for the Novo19 channel, it is about “offering caring content, with a 100% Ms. and Mr. Everyman cast, consistent with the DNA of our channel.”

Hosted by Olivier Delacroix – whose “talent for delivering secrets is recognized”, according to the producer – this version nevertheless retains the sequence of the suitcase and the music which make up its identity.

The success of these revivals is thus based on “benchmarks”, such as the decor or the main rules of the game, while integrating social networks into the broadcast. “All these renewals will undoubtedly call for others,” predicts Laurence Leveneur-Martel, the small screen having proven that its past can become a precious resource for building its future…