Well there's obviously an element of fly on the wall, but they've got to make it interesting. The playboy star striker turning up late cos he got lost (do they have cameras in all the players' cars?), getting that Libyan guy a deal at Man U (I remember that at the time and it screamed publicity stunt), the boardroom summits between the owners.
I dunno, a lot of it seems engineered to an extent. That's the case with a lot of these docu-soap type things to be fair so admittedly not unique.