MySpace Gameshow Puts 'BFF' to the Test

We’ve all grown up watching game shows, anticipating the Plinko chips clip-clopping down the board and iconic theme songs ticking away time as contestants vie for fabulous prizes.

Now there’s a new program popping up on the web that hearkens back to the Chuck Woolery era of quiz shows where contestants are tested on the knowledge of their closest relationships. Except this time, its platonic.

Hosted by funny girl Amy Schumer – an American comedian best known for her stint on Comedy Central’s Reality Bites Back and Last Comic Standing – BFF is on a mission to entertain and celebrate the indestructible connection we all share with that one true friend who knows everything about us. On BFF, buddies are asked to remember the little things (favorite reality show personality, the last song you downloaded, places you’d like to visit, and other banal characteristics you probably don’t really care about

) and answer tough, personal (but not risque) questions to the tune of a 15-second timer ticking down.

On a set decorated with orange and blue hues and a 70’s flare that’s reminiscent of The Newlywed Game, Schumer is a capable, funny host with quick-witted responses to giggling contestants and rapid-fire questions that come across fresh and polished.

Conceived by Meryl Poster and David Rubin in a partnership with MySpace, BFF expresses the commitment to create a show dedicated to best friends everywhere. The tribute is cheesy, but actually quite sweet as it shows besties being embarrassed and having a good time together.

Yet despite it’s host, fancy set, and montages, BFF is less of an entertainment product and more a vehicle for product placement. The show comes complete with prizes – instead of cars, there are guitars and instead of cash, contestants win gift certificates – showcased before each of three rounds in a roughly four-minute episode. That doesn’t leave a whole lot of time for intrigue.

Yes, The Price is Right pimps housing products to homeowners who can casually watch television at 10AM on a weekday. But the sponsors are so well integrated into the program that we forget we’re being sold. There’s also enough time in between Rich Fields‘ descriptions to make room for some truly compelling content. I’m not sure whether it’s the format or the timeframe (or both), but BFF‘s products look too shiny, their inclusion feels too after-the-fact, and their placement feels too forced.

BFF brings best friends together with a cheerful attitude. I wish the show and its advertisers could find a similar, happy relationship.

Check it out on BFF.TV.