The 2016 presidential race was still in the churchyard and Donald J. Trump had already won 1.7 billion euros in free media coverage. The lion’s share of that attention that translates into audiences belongs to the medium for which the future 45th President is tailor-made: television. Especially the television of this 21st century, shaped by the genre reality and where Donald Trump has implanted himself as a product, a brand. “Donald Trump is the most influential character in the history of TV”, a critic of the New York Times James Poniewozik. However, 2020 happened and brought new episodes of “Trump show”: In the middle of a pandemic, he won, but then he lost his precious audiences and it became known that his personal myth of a successful entrepreneur is after all (very much) due to his beloved television.