Tva revelation: 3 takeaways as Émily Bégin and Guillaume Lemay-Thivierge return to the franchise
In a decision that rewrites a recent programming arc, tva will broadcast the third season of Si on s’aimait encore beginning April 6 at 7: 30 p. m. ET. Filmed in autumn 2023, this season brings back the couple Émily Bégin and Guillaume Lemay-Thivierge as part of a four-couple slate guided by relationship support expert Louise Sigouin. The timing, the prior controversy tied to one participant and the internal debate at the broadcaster make this more than a routine schedule announcement.
Background and context: what the schedule shift reveals
The episodes were captured in the fall of 2023 and were held in the broadcaster’s archive while programming choices evolved. The new season will run Monday through Thursday in the early evening, following a change to the channel’s lineup prompted by another daily program. The format returns Louise Sigouin to the screen to work with four couples whose relationships are strained; the trailer highlights issues such as lack of shared projects, repeated arguments, emotional distance and sexual difficulties. The couple who began the franchise—Émily Bégin and Guillaume Lemay-Thivierge—appear in these sessions, filmed before a March 2024 controversy that later affected the actor’s public engagements and contracts.
Tva decision and internal debate over airing the archived season
The broadcaster weighed whether to release a season that includes a participant later embroiled in controversy. Nathalie Fabien, General Director of Linear and Digital Programming, Groupe TVA and illico+, framed the choice as an institutional reflection. “We reflected as a responsible company about whether to broadcast or not, but it is not a show that revolves around the witness couple; it revolves around Louise Sigouin and the participating couples, who are very courageous, ” Fabien said. She added that the production was judged to “do useful work” and that the season is strong and provocative in its content. Fabien also noted that “no confirmation can be given currently on the future of this program since programming choices for coming years are confidential, ” underscoring both the sensitivity and the provisional nature of the decision.
Deep analysis and expert perspectives on the programming move
The choice to air the archived season is driven by overlapping factors present in the production record. First, the material itself predates the controversy: the sessions were completed well before March 2024, which is why the witness couple appears in this batch. Second, scheduling realities played a role—planners initially intended to place the season in 2025 before shifting it into the current cycle because of the daily slot taken by another prominent program. Third, the broadcaster’s editorial calculus weighed the show’s focus: the format centers on the couples and the work of Louise Sigouin rather than the on-screen presence of any single celebrity.
Louise Sigouin returns in her capacity as a relationship support expert on Si on s’aimait encore, guiding participants through moments that range from blunt confessions to fragile attempts at rapprochement. The trailer material included direct testimony from participants—one man saying, “It’s been almost three years since we’ve had sex, ” and another partner describing the pain of being pulled back by a spouse—even as scenes also show tender, redemptive moments arising from Sigouin’s interventions. Those sequences help explain the broadcaster’s view that the season carries social utility and emotional traction.
From an editorial-risk perspective, the decision balances reputational considerations against programmatic commitments to filmed participants and audience expectations. The return of the original witness couple is unlikely to dominate the episodes’ structure; instead, producers present the season as ensemble work focused on real couples. For now, no plans are in place for an additional season of the franchise, leaving the series’ future uncertain.
Industry observers and viewers will watch how audiences respond when the episodes begin on April 6 at 7: 30 p. m. ET. If the season draws sustained attention, that reception may shape both the broadcaster’s next scheduling moves and the trajectory of similar formats that combine celebrity elements with therapeutic intervention on camera.
As airing day approaches and the conversations about responsibility and programming continue, tva faces a key test of how archive material, participant welfare and public reaction intersect in contemporary television. How viewers and stakeholders will interpret that intersection remains to be seen—will the season’s emotional work outweigh the surrounding debate?
