The reality show "The Couple - Una vittoria per due," hosted by Ilary Blasi, faced an abrupt cancellation by Canale 5 on May 8, 2025, due to disappointing ratings. Originally scheduled to conclude with a final episode on May 11, the show was cut short after just five episodes.
Mediaset, the network behind the show, decided to suspend the program entirely, pulling contestants out of the house that had previously hosted the popular "Grande Fratello." In a surprising turn, the network announced that the €1 million prize, which was meant for the winners, would instead be donated to the Gaslini Hospital in Genoa. This donation aims to support the creation of a new pediatric and neonatal intensive care unit at the facility.
The decision to cancel the show came after a significant decline in viewership. The premiere episode attracted 2.2 million viewers and an 18% share, but by the second episode, these numbers plummeted to 1.5 million and a 13% share. The third episode was postponed following the death of Pope Francesco, and when it finally aired, it managed to gather only 1.3 million viewers, resulting in a mere 10.9% share. Clearly, the audience had grown weary after months filled with reality shows, which contributed to the program's early demise.
In a press release, Mediaset expressed gratitude to Ilary Blasi for her commitment and professionalism throughout the project. Blasi returned to television hosting after her previous docu-series, "Unica" and "Ilary," as well as a two-year hiatus following her stint on "L'isola dei famosi," which resumed on May 7, 2025, with Veronica Gentile at the helm and Simona Ventura serving as an opinion leader.
The donation of €1 million will be facilitated through Mediafriends, a non-profit organization established by Mediaset, Mondadori, and Medusa, which has been involved in social initiatives for over 22 years. The funds will be allocated to the Giannina Gaslini Institute via Gaslininsieme ETS, an association dedicated to supporting the hospital's new intensive care unit.
Andrea Moscatelli, director of Intensive Care and the Emergency Department at Gaslini, expressed his enthusiasm for the donation, stating, "This extraordinary donation will allow us to equip the Intensive Care unit with advanced technologies, improving the safety and effectiveness of the care offered to children, according to the best international standards."
Edoardo Garrone, president of the Gaslini Institute and the Gaslininsieme Foundation, emphasized the importance of Mediaset's contribution, calling it a "powerful signal of social responsibility" and a concrete step towards better healthcare for vulnerable populations, particularly children.
The cancellation of "The Couple" highlights the challenges faced by reality television in a saturated market. With audiences becoming increasingly selective, shows that do not resonate quickly find themselves on the chopping block. The decision to redirect the prize money to a charitable cause, however, may leave a more positive legacy than the show itself could have hoped for.
As the reality show landscape continues to evolve, it remains to be seen how networks will adapt to changing viewer preferences. The early termination of "The Couple" serves as a reminder that even with significant investment and high expectations, success in entertainment is never guaranteed.
In the end, while the contestants may not have won the monetary prize, their experiences contributed to a significant charitable donation that will benefit many young patients in need. Mediaset's decision reflects a growing trend in the entertainment industry, where social responsibility and community engagement are becoming increasingly important alongside traditional entertainment values.
As the dust settles on this reality show chapter, the focus shifts to the future of reality television in Italy and how networks can balance viewer engagement with meaningful contributions to society. The legacy of "The Couple" may ultimately be defined not by its ratings, but by its unexpected and impactful charitable donation.
