The character Noriko Saru is a Japanese reporter who meets famous Finnish people. The premise of the joke, aside from the fact that she is not Japanese, is that Noriko does not speak English very well. The celebrity usually cannot understand her and her questions. At the end of the interview, after giving a photograph of herself face down, saying that it is Noriko, Mäenpää removes her wig, glasses and false teeth.
Shop on TV initially launched as a programming strand on ITV1 and STV at midnight on 1 December 2023, replacing their Ideal World programming strand with former hosts from the latter channel. The strand runs from midnight until 3am on ITV1 and STV.