Primitives has licensed a first season of 99 to Beat to TV3 Estonia. Locally titled “Parem kui 99”, the broadcaster will bring the hit entertainment format to Estonian audiences for the very first time, with the premiere set for Sunday 1 March 2026.
Created by Belgian broadcaster VRT and production company De Chinezen, 99 to Beat sees 100 contestants take on a series of brilliantly bonkers challenges - from boiling an egg to guessing the weight of a llama. The one and only rule? Don’t come last if you want to stay in the game and walk away with the grand prize.
Equal parts hilarious, tense and unpredictable, 99 To Beat’s appeal to viewers of all ages is confirmed by its growing global footprint. The format, now in production for its seventh season on VRT in Belgium, has spawned local versions in 12 territories, including Germany (Sat.1), the USA (FOX), France (M6), the UK (ITV1) and the Netherlands (Talpa Network/SBS6).
Kärt Künnapas, Head of Acquisition & Scheduling at TV3 said “99 to Beat turns simple ideas into seriously entertaining challenges. We’re excited to launch the show in Estonia and watch local contestants compete with creativity, confidence and humour. The format’s simplicity leaves plenty of room for personality, making every episode unpredictable and fun to watch.”
Emma Gosling, Sales & Acquisitions Manager at Primitives, adds “It’s a pleasure to be working with a format that has captured so many international audiences in such a fun way. We know Estonian viewers will be the next to fall in love with its delightfully crazy challenges - and unlike most shows, this is one where we encourage: do try this at home!”
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