“Now it’s time to go!” shouts host and YouTuber Mauri Hermundsson. Liberal Party leader Simona Mohamsson acts as an enthusiastic minder.
In the next clip, you see the Left Party's Nooshi Dadgostar screaming: "What the fu...".
TV4's “Who Can Control Mauri?” is just one of a series of programmes that take a playful approach to this year’s election coverage. The same channel also features YouTuber Emil Hansius in “Election Interview,” while SVT recently aired Emil Persson's “Prejudice Show” and “Ask the Party Leader Everything” hosted by former US correspondent Fouad Youcefi.
Credibility debate
Has election coverage been infantilised? Viveka Hansson, programme director for news and society at TV4, disagrees.
It's a bit condescending to use that term. I think the media is trying more approaches – but not necessarily at the expense of other things.
The new approaches are possible in today's media climate, with different platforms that can reach out and arouse interest in a new audience, she says.
If TV4 can open the door to more people who are interested in social issues, we have fulfilled part of our mission. A programme like Mauri's can be such a bridge. It is an entertainment programme, but with us there is a lot of knowledge about politics to be shared.
She believes that politicians are fundamentally driven by the same goals, but that it is a balancing act.
Humour and entertainment can be an effective way to create contact successfully. But of course, it can also cost credibility.
Old-style journalism
Making fun of politics is nothing new. Back in the election year of 1998, TV4's move to have Bingolotto's Leif "Loket" Olsson question party leaders caused an outcry. Media researcher Eva Mårtensson gave a different perspective when she was interviewed in the newspaper Journalisten:
"Loket ... is an old-style journalist who has learned to talk to people... If you can focus on the important issues with that style, it could be good."
Media researcher Marie Grusell gives an example of how Göran Persson appeared on SVT's "Late Night with Luuk" in 2000 and a year later also danced with the cow Doris in the children's programme "Abrakadabra".
— It was a way for him to wash off the stigma of being grey and buffoonish. Now he would become a little more popular.
And when does the popular thing risk tipping over into negative publicity?
I think we are starting to approach that limit now. You can be a very good politician, but give a bad impression on a programme like “Fördomsshowen”.
"Who can control Mauri?" - Mauri Hermundsson practise choir with the country's party leaders. TV4 (starts 10/8).
"The Election Poll" – Hosted by Jenny Strömstedt, with political commentator Ann Tiberg and YouTuber Emil Hansius as sidekicks. TV4.
"The Prejudice Show" – Emil Persson exposes the party leaders of the Riksdag to his very own prejudices. (Broadcast spring 2026), SVT Play.
“Ask the party leader everything” – With host Fouad Youcefi. (Broadcast spring 2026), SVT Play.
