We measured the impact of an edutainment program designed to promote entrepreneurship in
young adult viewers and broadcast on one of the most popular Egyptian television channels. To
this end, 6,836 young individuals interested in entrepreneurship were selected using a RandomDigit-Dialing
method, and 2,441 of their friends were also added to the sample to study the
importance of spillover effects. We implemented a randomized controlled trial following a nonsymmetric
encouragement design. We found that while the show had a limited impact on
entrepreneurship-related outcomes, the good performance of some contestants throughout the
show changed viewers’ opinions in relation to entrepreneurship, in particular gender-related
ones. We also found some evidence of spillover effects within clusters of friends