Primitives Brings 99 to Beat to Estonia

Primitives has licensed 99 to Beat to TV3 Estonia, locally titled Parem kui 99.

“99 to Beat turns simple ideas into seriously entertaining challenges,” said Kärt Künnapas, head of acquisition and scheduling at TV3. “We’re excited to launch the show in Estonia and watch local contestants compete with creativity, confidence and humor. The format’s simplicity leaves plenty of room for personality, making every episode unpredictable and fun to watch.”

Estonian audiences can watch the series on March 1. Created by Belgian broadcaster VRT and production company De Chinezen, 99 to Beat sees 100 contestants take on a series of bonkers challenges—from boiling an egg to guessing the weight of a llama.

“It’s a pleasure to be working with a format that has captured so many international audiences in such a fun way, said Emma Gosling, sales and acquisitions manager at Primitives. “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!”