It features a singing alien and a nine-foot prawn wearing an eyepatch, and it is currently Australia’s most popular non-news program. In fact, on Monday and Tuesday nights, The Masked Singer is pulling in more viewers than Nine’s reality staple The Block.
For those who prefer renovation blitzes, traditional talent shows or even public broadcasting, the phenomenon that is The Masked Singer can seem puzzling. The show’s host, Network Ten personality Osher Gunsberg, has openly labelled the offering “the most ridiculous show on television”.
So how does The Masked Singer work and why has it become a ratings hit for Australia’s third-ranked television network?
Above: A crooning alien turns out to be Nikki Webster. Source: Ten
What is the show’s premise?
The Masked Singer sees 12 Australian celebrities wear over-the-top costumes that conceal their identities. They then compete against each other in a typical made-for-TV song contest.
The judging panel includes radio personality Jackie “O” Henderson, singer Dannii Minogue, comedian Dave Hughes and Hollywood actress Lindsay Lohan (more on her later). At the end of each episode, one of the lowest-scoring contestants is kicked off the show and their identity is finally revealed – to much fanfare. The celebrities unmasked so far include cricketer Brett Lee (dressed as a parrot) and former child star Nikki Webster (who performed as an alien in a spacesuit).
Host Osher Gunsberg with Masked Singer characters at the Logies in June. Credit:AAP
The Masked Singer’s premise might sound silly but the production still employs extreme security measures to ensure the singers’ names aren’t leaked ahead of their elimination.
Contestants have to disguise themselves before arriving at the studio and wear T-shirts demanding that people don’t talk to them. And when on stage, their non-singing voices are electronically altered. Within the network, only four executives know the participants’ true identities.
Gunsberg, best-known for fronting shows such as Australian Idol and The Bachelor, says most of the singing shows he’s hosted have been about anonymous people seeking fame.
“This is famous people seeking anonymity,” he says. “It’s less of a singing show and more of a guessing show.
“The main aim of the show is to figure out who is behind the mask – not only listening to their voice, but paying close attention to the clues.”
The Korean version with former boy band star Kyuhyun unmasked. Source: MBC
Where did The Masked Singer come from?
The Masked Singer is the Australian arm of the international Masked Singer franchise, which originated in South Korea as the game show King of Mask Singer.
The US version is a smash-hit in the States, where it holds the record for the highest-rating, non-scripted TV debut of all time. Globally, the franchise has been viewed half-a-billion times (including YouTube views).
While the Korean format is deliberately gaudy, with colourful graphics and loud sound-effects, the Australian version is more like its American cousin –a slick, multimillion-dollar production that could be mistaken for The Voice or Australian Idol if it weren’t for the whacky costumes.
The Masked Singer contestant Unicorn with the show's host Osher Günsberg. Credit:Network 10
Why is Lindsay Lohan on the judging panel?
Much has been made of Lindsay Lohan’s contract with Ten. Signing the American actress – best known for films The Parent Trap and Mean Girls as well as a string of tabloid scandals – has undeniably been a publicity stunt.
Given Lohan had never set foot inside Australia until filming The Masked Singer, it is extremely unlikely the New York-born celebrity will know which local celebrity hosted Big Brother more than 10 years ago or who sang the Australian hit single Strawberry Kisses. In fact, her baffled reactions have been the butt of numerous jokes on social media.
Gretel Killeen steps out of her squid head gear. Source: Ten
This masthead’s TV writer Debi Enker has described Lohan’s appointment as a “stunt casting” in which the Hollywood actress has been chosen “less for her expertise than her capacity to attract attention”.
Who is watching?
A lot of people. About one in every 24 Australians, to be precise.
The Masked Singer’s debut attracted an average 1.16 million metropolitan viewers, or 1.56 million when regional audiences were included.
It’s certainly not the highest-rating reality show to debut this year but it is definitely Ten’s top-rating program so far. An audience of more than 1 million metro viewers is an achievement given Ten is Australia’s third-ranked TV network (behind Nine, the owner of this masthead, and Seven, which last year held onto its title of the country’s most popular TV broadcaster).
Ten’s audience skews younger than its rivals. The format easily lends itself to social media commentary and Ten has also scheduled the show for school holidays. It's been popular on Ten’s catch-up service too.
It helps that the show contains elements of nostalgia too (it’s almost 20 years since Webster’s performance at the Sydney Olympics and more than a decade since Lee played his last Test match).
“It’s something you can watch with your kids or your mother,” Ten’s chief content officer Beverley McGarvey says.
Jackie "O" Henderson and Lindsay Lohan on the judging panel. Credit:Network 10
Can its success last?
Ten has hinted that it wants to bring back The Masked Singer in 2020 and possibly extend its run. But the broadcaster has admitted the format doesn’t lend itself to being stretched too thin. After all, the show is designed to sit in a typically quiet period of the TV calendar and there are only so many Australian celebrities willing to sing their hearts out while dressed as eight-armed monsters.
Event television such as The Masked Singer also tends to fare worse in the ratings after subsequent seasons. This is because viewers are familiar with the format and decide to tune into the next bright, shiny thing. Nine saw this with Australian Ninja Warrior when 700,000 fewer viewers tuned in to the second season launch when compared to season one’s 1.68 million-strong debut.
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