In the early 1920’s John Reith of the BBC summarized the goals that the organization still adhere to: ‘To enrich people's lives with programmes and services that inform, educate and entertain’. This chapter deals with the last of these three ambitions, and in a historically informed genre-analytical manner describes the history of Swedish television entertainment. The focus is on four important moments of disruption, and their consequences for larger generic trends. The paper exemplifies with some such productions that have been generically important and/or specific for their time (e.g. the launch of reality series Expedition: Robinson in 1997, and the start of the reality drama).