A jaw-dropping new documentary has stunned viewers with the chilling tale of The Contestant – a reality show so extreme, it’s being dubbed the most evil TV experiment ever made.
Now streaming on BBC iPlayer, the film recounts the harrowing ordeal of aspiring Japanese comedian Tomoaki Hamatsu, nicknamed “Nasubi”, who unwittingly became the star of a twisted social experiment watched by 17 million people a week.
Back in 1998, Hamatsu auditioned for the show Susunu! Denpa Shonen, where he was told he’d take part in a “fun” challenge: live in isolation and enter magazine sweepstakes until he won ¥1 million (about £6,000).
The catch? He had to do it completely naked, locked in a bare apartment, with no food, no clothes, and no idea he was actually being broadcast live on national TV.
That’s right, for over 15 months, cameras secretly rolled as Hamatsu starved, froze, and suffered humiliating setbacks trying to “win” basic human necessities like rice or toilet paper all while a nation laughed along, blissfully unaware of the psychological torment behind the scenes.
Hamatsu believed the footage would be edited and aired much later. In reality, the producers created a hit live segment called A Life in Prizes, turning his misery into a ratings bonanza.
Even his modesty became a national joke, with editors slapping an eggplant (the Japanese word is “nasubi”) over his genitals, cementing a nickname he still uses to this day.
Viewers of The Contestant have been left horrified, describing the original show as “malicious”, “absurdly cruel” and “a masterclass in human rights violations masquerading as entertainment”.
“I’m horrified by all of this… this isn’t fun or funny,” one user wrote on X (formerly Twitter). Another said they were left “in tears” watching Nasubi’s suffering unfold. “Is this really happening on the BBC? I needed more warning!!”
The show’s finale was as surreal as the premise. Producers moved Hamatsu into what he thought was a second apartment to complete a new sweepstakes goal, only to reveal he’d been on TV the whole time.
Walls literally fell away to expose a cheering live studio audience. He was stunned, skinny, and speechless.
More than two decades on, Hamatsu is still processing the trauma. Speaking to Time, he admitted he held “hatred” for the show’s producer, but said he was trying to focus on healing and rebuilding his life.
“I’ve realised that I cannot change the past,” he said. “But by changing how I think about who I am today, I can always change the future.”
Directed by Clair Titley, The Contestant not only revisits Hamatsu’s ordeal, but also questions the limits of reality TV and the ethics of turning real human suffering into prime-time spectacle.
If Squid Game left you shaken, this real-life version might be even harder to stomach.
The Contestant is now streaming on BBC iPlayer. Viewer discretion is advised.
