Playing with Fire on E! Entertainment is filled with filth; unbleeped trash talk makes E!'s latest reality outing extremely unpalatable.

Playing with Fire, the new reality show which started on Sunday night on E! Entertainment (DStv 124) at 21:00, is shocking in its disgusting filthy language which Universal Networks International (UNI) is pumping through the airwaves to South African viewers on MultiChoice's DStv satellite pay-TV platform.

The crass filfthy language which UNI and E! Entertainment seems to want to normalise with Playing with Fire makes it even more ironic given that UNI censors brand names, products and other media outlets' names like magazines from its news show E! News by bleeping and blurring out actual real references and contextual information within a news programme.

While E! Entertainment is supposed to bring the news as it is and bleep the filfth coming out of its so-called reality stars' mouths, Universal Networks does the opposite on DStv. Playing with Fire's filth is "allowed" to be broadcast unvarnished which is incredibly off putting. Talk about trashing your brand image with gutter language.

If you're a TV executive involved with Playing with Fire, show it to your mother and make her watch it in the way normal DStv subscribers have to, and then ask her afterwards if she's proud of you.

Playing with Fire warns upfront that the new reality show - a Million Dollar Listing New York type show following culinary people in New York's food world - "contains strong language throughout". But no normal viewer could possibly have expected what follows.

Within the first 2 minutes, E! Entertainment viewers on DStv are bombarded in Playing with Fire with cussing and words like "f-" (3 times), "s-t" (twice), "d-k" and women called "b-" (3 times). And that's just the intro's 2 minutes before the title sequence has even started. Talk about low-rent trash television.

For all the fake flash which the brothers Daniel and Derek Koch display, they actually show who they really are instantly in Playing with Fire.

Real successful people don't lace their language with expletives. Professional people who have made it in the world have a certain modicum of not just manners but a public image - which  doesn't include the "f-" word in almost every sentence. Do they think they're Gordon Ramsay?

The middle finger being shown and unpalatable talk such as "t-", "vagina", "d-k measuring contest", "show my t-" and "left ball sack missing" makes Playing with Fire - at least the introductory first episode - a major letdown and turn-off. As in "turn my television off" or to another channel other than E! Entertainment.

It's grating to be constantly subjected to juvenile language from immature adults in this reality show and it's too much if you have lots of other television choices and too little time.

Whatever the rest of the first season will be, this TV critic won't know since I won't be wasting time watching this trash again. Your first episode of a TV show is suppose to invite your viewer back for more or a main course. After a few awful bites I've definitely had enough of this raw, indigestible reality entree.

I thought I was going to watch a cool new reality show set in New York but Playing with Fire won't see me watching it again. It's abrasive, lowbrow terrible TV trash which needs to go away, not be on E! Entertainment or any television and which is something I won't be wasting my time with again.  

Gladly skip this culinary crassness and wait for the new seasons of Come Dine with Me South Africa on BBC Entertainment and MasterChef South Africa on M-Net which both respect their TV audience.

Playing with Fire is starting on E! Entertainment on 9 June at 21:30 as New York's culinary connoisseurs battles the food scene.

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Playing with Fire, the reality show revolving around New York's culinary glitterati will start on E! Entertainment (DStv 124) as seen in South Africa on Sunday 9 June at 21:30 (South African time).

Playing with Fire was announced by E! Entertainment in January this year and follows Anna Boiardi, the granddaughter of the niece of the founders of the Chef Boyardee, as well as the food entrepreneurs and brothers Derek Koch and Daniel Koch, inside New York's cutthroat food scene.

In this city where a reservation at a sought-after dining establishment is almost impossible to get, the cameras follow Anna Boiardi and Derek and Daniel Koch in their TOY restaurant, to show the competitiveness, vigorous pace and delectable cuisine of those inside the "glamorous" restaurant industry.

Playing with Fire started on E! Entertainment in March in America, which means that the usual long window wait for South African viewers to see E! Entertainment content locally, is much smaller with this new reality series.

E! Entertainment giving Olympic swimmer Ryan Lochte his own reality show; new culinary reality show set in New York also coming to E!.

Perhaps it was because he was comfortable stripping down to his speedo for Joan Rivers on Fashion Police on E! Entertainment (DStv 124) and to then run out with her and jump in a pool at the Wilshire Courtyard outside E!, but the American Olympic medal winner is now getting his own reality show on E! Entertainment entitled What Would Ryan Lochte Do?

What Would Ryan Lochte Do? will have 6 episodes and will follow the 28 year old as he prepares for the Rio Olympic Games, build his fashion line, juggles buzzworthy media-appearance ("Hi, Joan!"), deals with his unconventional friends and continues his search for love.

''Ryan Lochte captured everyone's attention at the Summer Olympics with his athletic prowess and his utterly unique and unaffected approach to life," says Suzanne Kolb, the president of E! Entertainment in a statement.

"He is an incredibly endearing personality who is sexy, entertaining and fun. Watching this show, I believe people will fall into three categories: they will want to be him, sleep with him or mother him."

E! Entertainment is also adding another reality show, Playing with Fire. This new series will give an inside look at the lives of some people living and working in New York's culinary scene. Playing with Fire will have 6 hour long episodes.

The show will follow Anna Boiardi, the granddaughter of niece of the founders of the Chef Boyardee and the food entrepreneurs Derek and Daniel Koch.

''We're excited to provide E! viewers with this unique new perspective on New York's world-famous food culture and the charismatic, driven individuals who thrive in it," says Suzanne Kolb. "Playing with Fire embodies a world in which a combination of talent, ambition, a lot of charm and a little gamesmanship are needed to reach the ultimate goal - long-term success in a high-stakes industry."