The act of reviving or perpetuating a once relevant TV program, movie franchise, etc. that has already passed its peak (i.e., jump the shark) in the selfish hope of getting more money or compensation (e.g., fame) out of it. Ultimately, the perpetrators/propagators get a nasty surprise when they find out the "shark" is no longer fit for "humping".
"Did you hear they're making a film about golden retriever puppies that play rugby? It's called 'Scrum Buddies'."
"Wow, those guys sure are humping the shark with all the 'Buddies' movies."