The project was run between 1999-2001 and was centered around Swedish immensely popular lottery game show Bingolotto, aired Saturday evenings since 1991 on national television (TV4), and locally since 1989. The program, launched nationally simultaneously as the re-regulation of the Swedish broadcast media, can be described as a merger between advertising and consumer industry, media and social movements, and points towards the increasing commercialisation as well as interactivity between television and its audiences. The project was funded by The Bank of Sweden Tercentenary Foundation.

The objective was to study changes in the relations between society and market; consumer industry and consumer roles; commercial television and audiences, and through theories of late modernity analysed new audience and consumer roles that was generated by Bingolotto. This was made by a combination of qualitative text and audience analysis focussing on life style and identity, as well as through a study of the production of the program and its intertextual links to other media beside television. The project focussed on three dimensions:

Production analysis. This part investigated the production of the program, its Swedish and foreign forerunners, the relations between interested parties such as the Swedish social movements, the commercial television channel TV4, advertising and consumer markets, state regulation, etc.

Textual analysis. Here the format, structure and aesthetics of the program was analysed: considering the game components, interacivity, product placement and intertextual links, modes of address and representations of class, gender and ethnicity, the role of the game show host, etc.

Reception analysis. Through interviews and participant observations, and in the context of family structures, identity and everyday life, a spectra of distinctive functions, uses and reception contexts were studied. The focus was on a number of Bingolotto housholds, i.e. individuals or groups spread along the axies of gender, age, family situation, geographical stratification, ethnicity, etc.

The project is fully reported in the monography Bingolotto. Produktion, text, reception (Bolin & Forsman 2002), and in several articles by Bolin (see publication list).