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Reality TV Japan-style: Trade in your husband for a young hunk

A "Partner Swapping Variety Show" where disgruntled women can -- for three days and two nights -- trade their husbands for a new guy who matches their idea of a perfect partner is proving to be a wild success for TV Nagoya, according to Shukan Shincho (11/24).

"Love Love Chen," the partner swapping program, has been a huge hit for TV Nagoya since it hit the airwaves in May this year.

One couple's recent appearance on the show is typical of its contents. A 47-year-old bar mama-san from Kyoto's Gion district "ditched" her 42-year-old husband for a 19-year-old hunk who became her trophy hubby. The mama-san clung onto her boy toy hubby the whole time, walked him around the streets of Kyoto and bought him pricey kimono. In return, the mama-san's real husband was entrusted to the care of a 17-year-old wife -- who nagged him constantly.

What's raising eyebrows about the show -- apart from the obvious choice of its content -- is that it's not beamed out on some tacky adult channel on cable or satellite, but on TV Nagoya, a vital cog in the nationwide TV Asahi network.

"It airs after 11 p.m., but has reached a ratings peak of 17.4 percent and averages 11.4 percent. We've marked a share of 23.1 percent," a spokesman for Nagoya TV tells Shukan Shincho.

A success the partner-swapping program may well be, but that doesn't mean people aren't worried that it may be a bit too racy for a major market, even if it isn't broadcast across Japan. Nagoya TV doesn't seem to think so.

"Individual homes have their own rules and, on the show, couples have to obey the rules the wives set out. We had one show where the 'husband' was in a bit of a tether after the 'wife' said the rules of their house included bathing together, but, of course, they didn't get in the bath at the same time. Even if they do sleep in the same futon, sleeping is the only thing they'll ever do," the spokesman says. "And, of course, we would never, ever do anything illegal."

Perhaps the only feature of the partner-swapping program to offer as much of a surprise as its contents has been its core viewers.

"Women like the show more than men. The show has featured women who are frustrated at their own husbands so they get a taste of another 'husband' they think is better. But they also learn about their real spouse's benefits," the Nagoya TV spin doctor says. "We haven't heard of a single case where couples who have taken part in the program have seen their relationships worsen."

Despite its success in Nagoya, "Love Love Chen" is unlikely to be viewed across the entire country.

"TV Nagoya is part of the TV Asahi network," a member of a rival broadcaster tells Shukan Shincho, noting that TV Asahi has previously shied at showing a national audience other popular but raunchy material from the boondocks. "I've got doubts that the network would show it."