Before the era of high-rating global shows, Ukrainian television had no money for international formats. To keep the audience engaged, TV creators had to come up with programs almost daily on a shoestring budget. As a result, iconic TV shows emerged and gifted Ukraine with stars who became symbols of the era.

Ihor Pelykh sent strangers on romantic journeys, Kuzma Skryabin urged participants to spend money quickly, and Ihor Kondratiuk created stars in a single day. This is the story of the diverse and genuine Ukrainian television of the 2000s, the legacy it left behind, and why everything changed.