The Rise of the ‘Digital Celebrity’ in Traditional Media
The recent friction between veteran writer Herman Brusselmans and the production of De Slimste Mens ter Wereld highlights a growing tension in the entertainment industry: the shift from established expertise to digital influence.
For years, jury roles in high-profile programs were reserved for those with a specific “profession” or a long track record of cultural contribution. Though, the current trend favors “Youtubers and tiktokkers”—individuals whose fame is built on engagement metrics rather than traditional credentials.
From Expertise to Engagement
This evolution reflects a broader strategy in television to attract younger demographics. By integrating influencers, networks aim to bridge the gap between linear TV and social media. Yet, as Brusselmans noted, this often leads to a panel of “one-day flies” where the title of ‘BV’ (celebrity) is applied to almost any new influencer.
The risk for broadcasters is the potential dilution of the show’s intellectual or provocative edge. When the focus shifts toward “light” and “accessible” personalities, the depth of discourse often decreases to maintain a broad, safe appeal.
The ‘Lightening’ of Mainstream Entertainment
Another emerging trend is the systemic “lightening” of content. The demand for “luchtig” (light) entertainment is pushing out the provocative, the dark, and the absurd.
When presenter Erik Van Looy informed Brusselmans that his interventions were “too dark and too gloomy,” it signaled a pivot in the program’s tonal direction. Mainstream media is increasingly avoiding content that could be perceived as too heavy or controversial, opting instead for a sanitized version of humor that avoids offending any segment of the audience.
The Death of the Provocateur?
The “provocateur” archetype—the person who challenges the status quo through irony and darkness—is finding less room in the spotlight. As television becomes a tool for mass-market comfort, the space for figures who refuse to be “light” is shrinking.
This trend suggests a future where television content is designed for maximum shareability on social media, where short, positive, and non-threatening clips perform better than complex or dark satire.
The Evolution of the Media ‘Tell-All’
As traditional media platforms tighten their grip on narrative and tone, the “tell-all” literary trend is seeing a resurgence. The transition from a television screen to a printed page allows figures to reclaim their narrative without the constraints of a producer’s “lightness” requirement.
Brusselmans’ upcoming novel, De lamzak (published by Uitgeverij Prometheus), serves as a prime example. By blending autobiography with fiction, he can reveal the “true story” of his departure and his views on the current media landscape.
Literature as a Tool for Reckoning
The leverage of a novel as a vehicle for an “afrekening” (settling of scores) allows for a level of detail and provocation that is no longer permissible in a prime-time quiz show. This trend indicates that while the medium of television is becoming more restricted, the medium of the book remains a sanctuary for the unfiltered truth.
Frequently Asked Questions
Why is Herman Brusselmans leaving ‘De Slimste Mens’?
He announced his departure after feeling he no longer fit the program’s direction. Specifically, he was told his humor was too “dark and gloomy” and not “light” enough for the current format.
What are Brusselmans’ criticisms of the current jury?
He believes You’ll see too many people in the jury who lack the professional skill for the role, specifically citing the influx of YouTubers and TikTokers.
What can we expect from the book ‘De lamzak’?
The novel is partly autobiographical and will feature a specific chapter detailing the true reasons behind his exit from the program, alongside reflections on his personal life and views on upbringing.
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