MAFS: How a Television Show Became a Cultural Touchstone
When a show like Married at First Sight goes to air, the real magic happens when it moves from the screen to a national and international conversation. Adrian Swift, Nine’s Head of Content, Production and Development, explores how MAFS transcends its format to become a cultural phenomenon and a powerful platform for brands.
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Success Beyond the Screen
Swift has years of experience under his belt, witnessing the change in content and formats throughout the years, but when talking about a show like MAFS, he reflects the gratification of seeing it become a rapid topic of conversation.
While the big themes are identified during production, the true impact is realised when discussions about the show spread through other platforms, explode on social media and dominate real-life conversations. "You know then that the show has had the impact that you hoped and planned for," he says.
MAFS and the Modern Relationship
What makes MAFS so culturally relevant? For Swift, the secret is its connection to real life. "It's reality. What you're seeing is a snapshot of Australian relationships at the point at which we make the show." This authenticity allows the audience to see themselves in the stories, creating a powerful resonance that extends beyond Australia to the UK, US, New Zealand, and Europe.
Every season, the show's enduring success is built on a simple premise: finding people with compelling stories and relationship journeys to embark on. With 14,000 people applying for the show, the challenge is to find 12 individuals and create genuine matches. "What we end up with is people who are genuinely looking for love," Swift notes, ensuring that each season offers a new, authentic, and relatable story.
The Perfect Match for Brands
When it comes to brand partnerships, Swift stresses the need for careful and thoughtful integration. MAFS offers numerous opportunities for brands to weave into the show's storytelling and themes. Collaborating closely with brands is the priority, to understand their narrative and find a way to authentically bring their story into the world of the show.
"It's an easy task and one that's actually quite fun for both parties," he says, underscoring the creative and strategic process that ensures brand messaging is not only seen but also embraced by a highly engaged audience.
Connect with us today to learn more about integrating your brand with Married at First Sight in 2026.
