The Netherlands, the country that has pioneered reality shows like Big Brother, is planning a new first – a dating programme for the visibly disfigured.
The broadcaster SBS 6 is seeking candidates for its Love at Second Sight show due to be launched on February 20.
"Do you have a visible serious handicap and are you looking for a partner?" says an appeal on its website.
"The programme is a platform for people with such problems to share experiences and feelings in a positive way with the rest of the Netherlands and to show that they are absolutely not pitiful," the broadcaster said.
"The main aim of the programme is to remove prejudice about these people, to create more acceptance and respect and, of course, to find the love of their lives."
But the majority of Dutch viewers are turned off by the show that was initially set to be called Monster Love. A poll by the mass circulation De Telegraaf daily showed 85 per cent do not like the idea, with only 9 per cent in favour.