Format

Primitives has extended the international reach of its flagship entertainment format "99 to Beat" with a new licensing deal in Estonia. TV3 Estonia has picked up a first season of the show, locally titled “Parem kui 99”, marking the format’s debut in the territory. The Estonian version is set to premiere on Sunday 1 March 2026.

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.”

Originally created by Belgian broadcaster VRT and production company De Chinezen, "99 to Beat" challenges 100 contestants to complete a series of deceptively simple tasks — ranging from boiling an egg to guessing the weight of a llama — with a single rule at the heart of the format: avoid finishing last to stay in the game and compete for the grand prize.

Blending humour, tension and unpredictability, the format has proven its broad, cross-generational appeal through a steadily expanding international footprint. Currently in production for its seventh season on VRT in Belgium, "99 to Beat" has now been adapted in 12 territories, including Germany (Sat.1), the USA (FOX), France (M6), the UK (ITV1) and the Netherlands (Talpa Network/SBS6).

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!”