Its a cruise. And they broadcast it live. 24hours a day, the whole cruise. 134 hours total.
Nearly half the Norwegian population watched it last weekend. Not the whole time, admittedly, but at least in parts.
And on the internet it is even more successfull.
It is neatly different media forms and formats, tying in with tourism efforts and marketing the cruise and the country.
Have a look at it yourself here.