The series, titled 'ZTV. Det stora tv-experimentet', focuses on the channel's formative decade, drawing on von Reis's personal experiences from 1992 to 1999. ZTV began broadcasting on November 1, 1991 as an afternoon program on TV3 and TV4 before evolving into its own channel, known for a chaotic, quantity-over-quality approach with low-budget entertainment.
According to Dagens Nyheter, Jens von Reis described how investor Stenbeck poured significant funds into ZTV, enabling extensive experimentation that allowed for both failures and successes. Many participants in ZTV's programs recall the 1990s as a deeply chaotic period, with a work culture marked by visible alcohol consumption and smoking on air. According to Dagens Nyheter, von Reis noted that it was acceptable to get drunk on television, citing examples like Ian Wachtmeister drinking in the studio, and highlighted controversial content such as Peter Siepen's program that used pornographic images disguised as tarot cards to predict guests, including Alice Bah.
Already when I worked there, between 1992 and 1999, I felt that I got to be part of a unique journey – that won't happen again. Stenbeck poured a lot of money into the playhouse, which meant we could try new things. A lot was crap, but some programs became very good. It was so damn fun in the 90s, so it's been fun to dig into that decade and try to explain, both for my own generation and new ones, what happened at ZTV then.
The documentary does not specify what new revelations about ZTV's operations are included or how the chaotic environment impacted employees' mental health and careers. It also leaves unanswered questions about ZTV's viewer ratings, public reception, and eventual decline, as well as how von Reis's experience compares to other former employees.
Yes, that there was a lot of alcohol in the picture and that everyone drinks and smokes all the time. It was okay to get drunk on TV. Ian Wachtmeister sits and drinks Pripps blå in the studio, for example. It was anarchistic in a way I didn't remember. But that was cleaned up later. And Peter Siepen had a program where he predicted guests with tarot cards, which were actually pornographic images. Alice Bah was subjected to them. With a 2026 filter, it's hard to understand how it could even be broadcast. But the internet hadn't arrived yet, and you could do crazy things without it becoming a media frenzy and social media latching on.
Yes, really. We were some who wanted to make serious music programs, I worked with PSL and Magnus Broni. We kept to our own flank, but there were also wannabes who sought attention and did anything to be seen. But they weren't there for long, because they were quickly replaced. Then there were also those like David Hellenius where you thought: 'What appeal he has! He could be something for a bigger channel.' But it wasn't always a super nice vibe at ZTV, to be honest. We did nothing but work, and many felt the breath on their necks. If you spoke up, you might get fired.