While I'm not totally convinced this would be popular amongst the general non swimming public, I do have family in the reality show production business and could provide you with a contact if you'd like to pitch the idea.
An idea like this might have its best opportunity of success immediately following a summer Olympic Games.
My thoughts... a few coaches (Rowdy Gaines, Summer Sanders, Anthony Ervin) could select from a pool of famous non swimmers and have a period of time in which to coach them to swim the best possible 50 Free/100IM/100 Free, take your pick. The times of each of the coaches athletes would be summed and the lowest total time would win. But, would the general public watch this for more than 15 minutes? Eh, not so sure.