Sanatorium of Love: The Pitch & Play LIVE! 2019 winner
Polish feel-good format Sanatorium of Love was the big winner of the Pitch & Play LIVE! 2019 format contest co-organized by NATPE and CEETV which selects the best shows coming out of the CEE region every year. The show will receive its award at an official ceremony during NATPE Miami 2020. TVP commissioning editor Agnieszka Balicka tells Yako Molhov about the development process of the show, its success and future – both in Poland and beyond.
Agnieszka Balicka, TVP commissioning editor
Sanatorium of Love is one of TVP’s most-popular formats ever. How and when was the idea for this feel-good show for seniors born?
The idea to open up to the 60+ audience has been floating around TVP for quite some time. We’ve been searching for a format that would satisfy both the viewers and the broadcaster; something that would break the stereotypes surrounding seniors. We were inspired by the stories of retirees who undergo treatments in the beautiful, scenic, health resorts. We weren’t certain from the get-go that this format will gain traction with the audience. What kept us moving forward was the thought that if it’s successful we would go against the prejudices faced by the older generation; that we would emphasize their dignity and allow the participants to talk about their lively and emotional world. The extensive feedback we received proved that we hit a previously untapped niche. The public debate started acknowledging the needs of older people who are still “young at heart”. The seniors themselves got a chance to prove how amazing they are; full of energy and valuable experiences. We drew attention to the fact, rarely raised, that these people exist, that they have their own needs and desires. They want to live their own lives, not only those of their children or grandchildren. The show was meant to help emphasize that message. We wanted to show that mature age does not have to equate to loneliness. Instead it can be portrayed as something attractive.
What are the main elements of the show that have made it popular in Poland?
The main idea of the show produced by Piotr Kuszpit is connect, not divide; hence no one is kicked off the show. We also have compassionate participants – honest and authentic in their behavior and feelings. Emotions are the framework on which the show is built, they provoke reactions from participants and the audience alike, encouraging the viewers to imitate the role models they see. There is no competitiveness. The show is hosted by a kind and friendly “girl next door”. She helps the participants to open up and name their feelings while engaging them in private conversations. The activities planned for the seniors participating in the show are meant to bring them closer, facilitate building relationships and experience new adventures while overcoming their weaknesses. Seniors’ health is a priority: we recommend physical and beauty treatments for the 60+ crowd, we also focus on their mental health and spiritual life.
We received a lot of positive feedback from both the viewers and participants. Also, for the second season there were far more people willing to take part: we received more than 1500 applications. This means that people trusted us and feel safe.
What were the main challenges for you while developing the format?
The greatest challenge was to find a way how to show the seniors in a positive light for the viewers so that it is not biased, ridiculed or trivialized. We came up with three words, which helped to guide us: dignity, respect and understanding. Moreover, we decided to make a format that could draw attention to simple and positive values such as empathy, attention, joy, care, friendship and love. It was meant to connect not to divide people. Of course, during the making of the show we had to take into consideration safety, comfort and health of the participants.
What are the social messages of the format?
Despite its light formula Sanatorium of Love has a strong social message that is treated with utmost respect. We believe that we gave a platform to the previously unheard age-group 60-90. Sanatorium of Love challenges the definition of old-age and perception of seniors. Throughout the show its 12 participants get the chance to partake in the treatments but also work on developing relationships that are meant to heal their souls. The show is also aimed at the children of those in the 60+ group, raising awareness about the needs and desires of their parents. As a result, quite often it’s the children who send in the applications to the show for their parents. Every single one of the participants has said that their lives can be divided into “before” and “after” taking part in the show. This could only mean one thing – we managed to change these people’s lives, that’s the core of the show and its mission.
How do you choose the seniors who take part in the format?
Participants are chosen in a multistage casting during which everyone is given a chance regardless of their education, if they are widowed or divorced, coming from small towns or large cities. There is no upper age limit, although the minimum is 60 years old. The people who take part in the show are unique: their characters add value to the program and hopefully they will become role models for the audience. Moreover, we are aiming to have variety in their life stories, which the viewers could identify with.
Are you planning for the participants in the show to travel abroad and make friendships and perhaps find love with foreign seniors?
The second season has just launched. We are planning to go on a journey around all of the beautiful geographical regions of Poland to show the diversity of Polish health resorts. Later, we will go further and try to connect seniors across borders. Seniors face similar challenges globally, so we’d like the format to become universal.
How important was it for you to win the Pitch & Play LIVE! contest?
It has brought us joy, surprise, hope and faith that we finally have proof that we hit the bull’s-eye by trusting our instinct to show mature characters with a baggage of experiences who have something important to tell. We also love the response we get that the world notices the importance of old age and tries to fight the stereotype of an unattractive and lonely 60-year-old person and shows that loneliness is an illness that can be treated. Our format was also appreciated by the marketing community in Cannes at MIPTV in April 2019.
Sanatorium of Love is distributed internationally by Global Agency. Has it already been licensed to other countries?
Sanatorium of Love is supported by Global Agency, which is one of the biggest agencies in the world. It is a part of their portfolio, which undoubtedly proves the quality of our program. More countries are interested in the project: USA, Ukraine, Belarus, UK, France and Turkey. Hopefully, after seeing its success and its second season they will be even more eager to give it a go. The next season will be different and even better!
What are your expectations for the NATPE Miami market?
We would like to spread the idea to the whole world so that every country will have its own Sanatorium of Love, based on the Polish format but answering the needs of that country’s elderly generation.
The idea to open up to the 60+ audience has been floating around TVP for quite some time. We’ve been searching for a format that would satisfy both the viewers and the broadcaster; something that would break the stereotypes surrounding seniors. We were inspired by the stories of retirees who undergo treatments in the beautiful, scenic, health resorts. We weren’t certain from the get-go that this format will gain traction with the audience. What kept us moving forward was the thought that if it’s successful we would go against the prejudices faced by the older generation; that we would emphasize their dignity and allow the participants to talk about their lively and emotional world. The extensive feedback we received proved that we hit a previously untapped niche. The public debate started acknowledging the needs of older people who are still “young at heart”. The seniors themselves got a chance to prove how amazing they are; full of energy and valuable experiences. We drew attention to the fact, rarely raised, that these people exist, that they have their own needs and desires. They want to live their own lives, not only those of their children or grandchildren. The show was meant to help emphasize that message. We wanted to show that mature age does not have to equate to loneliness. Instead it can be portrayed as something attractive.
What are the main elements of the show that have made it popular in Poland?
The main idea of the show produced by Piotr Kuszpit is connect, not divide; hence no one is kicked off the show. We also have compassionate participants – honest and authentic in their behavior and feelings. Emotions are the framework on which the show is built, they provoke reactions from participants and the audience alike, encouraging the viewers to imitate the role models they see. There is no competitiveness. The show is hosted by a kind and friendly “girl next door”. She helps the participants to open up and name their feelings while engaging them in private conversations. The activities planned for the seniors participating in the show are meant to bring them closer, facilitate building relationships and experience new adventures while overcoming their weaknesses. Seniors’ health is a priority: we recommend physical and beauty treatments for the 60+ crowd, we also focus on their mental health and spiritual life.
We received a lot of positive feedback from both the viewers and participants. Also, for the second season there were far more people willing to take part: we received more than 1500 applications. This means that people trusted us and feel safe.
What were the main challenges for you while developing the format?
The greatest challenge was to find a way how to show the seniors in a positive light for the viewers so that it is not biased, ridiculed or trivialized. We came up with three words, which helped to guide us: dignity, respect and understanding. Moreover, we decided to make a format that could draw attention to simple and positive values such as empathy, attention, joy, care, friendship and love. It was meant to connect not to divide people. Of course, during the making of the show we had to take into consideration safety, comfort and health of the participants.
What are the social messages of the format?
Despite its light formula Sanatorium of Love has a strong social message that is treated with utmost respect. We believe that we gave a platform to the previously unheard age-group 60-90. Sanatorium of Love challenges the definition of old-age and perception of seniors. Throughout the show its 12 participants get the chance to partake in the treatments but also work on developing relationships that are meant to heal their souls. The show is also aimed at the children of those in the 60+ group, raising awareness about the needs and desires of their parents. As a result, quite often it’s the children who send in the applications to the show for their parents. Every single one of the participants has said that their lives can be divided into “before” and “after” taking part in the show. This could only mean one thing – we managed to change these people’s lives, that’s the core of the show and its mission.
How do you choose the seniors who take part in the format?
Participants are chosen in a multistage casting during which everyone is given a chance regardless of their education, if they are widowed or divorced, coming from small towns or large cities. There is no upper age limit, although the minimum is 60 years old. The people who take part in the show are unique: their characters add value to the program and hopefully they will become role models for the audience. Moreover, we are aiming to have variety in their life stories, which the viewers could identify with.
Are you planning for the participants in the show to travel abroad and make friendships and perhaps find love with foreign seniors?
The second season has just launched. We are planning to go on a journey around all of the beautiful geographical regions of Poland to show the diversity of Polish health resorts. Later, we will go further and try to connect seniors across borders. Seniors face similar challenges globally, so we’d like the format to become universal.
How important was it for you to win the Pitch & Play LIVE! contest?
It has brought us joy, surprise, hope and faith that we finally have proof that we hit the bull’s-eye by trusting our instinct to show mature characters with a baggage of experiences who have something important to tell. We also love the response we get that the world notices the importance of old age and tries to fight the stereotype of an unattractive and lonely 60-year-old person and shows that loneliness is an illness that can be treated. Our format was also appreciated by the marketing community in Cannes at MIPTV in April 2019.
Sanatorium of Love is distributed internationally by Global Agency. Has it already been licensed to other countries?
Sanatorium of Love is supported by Global Agency, which is one of the biggest agencies in the world. It is a part of their portfolio, which undoubtedly proves the quality of our program. More countries are interested in the project: USA, Ukraine, Belarus, UK, France and Turkey. Hopefully, after seeing its success and its second season they will be even more eager to give it a go. The next season will be different and even better!
What are your expectations for the NATPE Miami market?
We would like to spread the idea to the whole world so that every country will have its own Sanatorium of Love, based on the Polish format but answering the needs of that country’s elderly generation.
