Only one Quebec production has carved out a place among the global formats to see at MIPCOM in Cannes: the reality docu How to become a guru with comedian Mathieu Cyr.
The series of four one-hour episodes, expected on Vrai Mardi, was selected for Fresh TV, which brings together new shows that stand out on the international scene. This biannual list results from the work of the research office The Wit, responsible for monitoring global TV trends.
Directed by Martin Paquette (50 Ways to Kill Your Mother, Wild Connection) and produced by Pixcom (Indefensible, Alerts), How to Become a Guru offers an incursion into the world of spiritual leaders in the digital age.
For 16 weeks, without revealing anything, Mathieu Cyr used social networks to manipulate his 500,000 subscribers, convince them that he had the magic recipe for success, host conferences, etc. All this, with broad strokes of hollow and meaningless messages. The comedian also met experts, who dissect the method of modern gurus, who praise their “luxurious and wonderful life”, as communications strategist Nathalie Brière asserts in the first episode.
How to Become a Guru caught the attention of Wit by exploring a current issue: attention-starved people who will do anything to gain followers on Instagram, TikTok, Facebook, YouTube or any other social network. Reached by email, the president of the agency, Virginia Mouseler, indicated that the program highlighted “in an interesting way the dangers and abuses” of a growing phenomenon.
Producer at Pixcom, Isabelle Ouimet speaks of a surprise selection, especially since she had not submitted the show to the committee responsible for Fresh TV. “It’s a great source of pride, because in documentaries, budgets are limited. They’re microteams… We’ll see what the future holds for the project, but for now, we’re failing! »
According to Mathieu Cyr, the series should “shake the cage” of web gurus, who exert a hold on many people in search of meaning. The comedian also hopes the show will force their followers to “open their eyes.”
In the interview, we feel Mathieu Cyr relieved to have finally revealed the truth to his fans, whom he fooled for four months by playing motivated spiritual leaders on the internet.
Mathieu Cyr had clearly defined his limits before accepting this contract. He did not want, unlike some gurus, to sell things (pills, books) or, worse yet, to offer falsely medical advice, such as: “Stop your medications, and eat your probiotic yogurts. »
Despite everything, he feared that such an experience would tarnish his image or derail his career. “It was a daunting project. In life, I use humor, I tell jokes. Coming in and playing the over-the-top speaker was risky. »
In addition to How to Become a Guru, Fresh TV’s fall 2023 selection includes, once again, several romantic reality shows, including two aimed at singles aged 60 and over: The Golden Bachelor, a senior version of the famous American Bachelor based around ‘a widower, and Forever Young, an Italian format in which participants meet virtually, through young avatars.
Furthermore, artificial intelligence (AI) is available in two formats, including Me
Let us also point out the presence of the excellent – but false – reality show Jury Duty, a sort of Truman Show which relates the daily life of a group of jurors which can be watched on Prime Video.
The description of some selected formats is sure to raise eyebrows among viewers, such as Celebrity Save Our Sperm, a British offering in which three public figures change their habits to produce better quality sperm, or Kiss the Frog, a Brazilian dating show in which the suitors are disguised (yes, yes) as frogs.
As for fiction, the trend is resolutely towards stories inspired by real-life events, such as The Reckoning (United Kingdom), which paints the portrait of a small screen star who became a sexual predator, Tout pour Agnès (France), which illustrates the mystery surrounding the disappearance of a rich young woman in 1977, and Estonia (Finland, Sweden), which looks back on one of the deadliest maritime disasters in Europe.
A major international television broadcast market bringing together industry professionals from all over the world, MIPCOM ended last Thursday.