In the streaming age, sleeper hits such as Schitt’s Creek and The Morning Show have replaced quick successes, confirming culture is a marathon not a sprint

Modern Toss on the art of the slow burn

If one thing guarantees a TV hit in 2021, it’s a lukewarm reception. Take Ted Lasso, a sitcom about a perky, naive American football coach transplanted on to British soil. Its first season premiered last summer to barely any fanfare – but little by little came mass critical reconsideration. The show ended up a smash hit, breaking the record for most Emmy nominations for a first season of a comedy. Its second series, concluding next month, has made it one of the most talked-about shows of the year.

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