Beating boundaries: "99 to beat" conquers the world

99 to beat originally started as a daily feature in the TV programme Iedereen beroemd. It then became a standalone programme on VRT 1, after which it was adopted abroad. In the game show, 100 people compete against each other in a variety of assignments. Those tasks test everyday skills and range from running with a tray to unrolling a toilet roll as fast as possible to literally searching for a needle in a haystack. After each round, the candidate who performed worst must leave the programme. Those who never finish last thus win and get to crown themselves ‘Homo universalis’ (‘universal human’) for a year.

Jo Dehennin, Chief Editor of Iedereen beroemd: "Back in 2017, during a brainstorming weekend, a few members of the VRT 1 team behind Iedereen beroemd and production company De Chinezen laid the foundation for what is now known as 99 to beat. Even then, we believed it was a strong concept — though we could only hope it would grow into such a successful and long-running format. We also dared to dream out loud about its international potential and decided to create a global trailer. That trailer was well received, and the format was soon picked up in other countries, where it evolved into full-fledged primetime shows. We can only be proud of the creativity and dedication of everyone involved — then and now — who continue to shape the success of 99 to beat."

Lieven Vermaele, Director of Partnerships and Operations: "We are very excited that 99 to beat is being picked up in so many countries and this way we can highlight our Flemish creativity internationally. Because VRT invests in original homegrown ideas, these concepts can also get a second life elsewhere. That is what we want to achieve with VRT Sales. That way, another country benefits from the creativity and know-how of our Flemish creators. Our Flemish originality is closely watched internationally. The income linked to these sales reinvests VRT in the production sector to come up with new concepts, which in turn will hopefully also get a second life."

Simone de Pruyssenaere de la Woestyne, Director Sales & Acquisitions at Primitives: "For an innovative and plucky Belgian format to win a major US deal feels like a David and Goliath moment! We’re obviously delighted, excited and proud — but not surprised, because we’ve always known 99 to beat is special. It’s one of those rare formats that offers it all, from laugh-out-loud moments to edge-of-seat tension to genuine emotion. With Initial producing, we know the US version of this modern classic will deliver all the excitement and heart that has become the show’s hallmark.”

From the Netherlands over the UK to Brazil

Equal parts hilarious, thrilling, and unpredictable, 99 To Beat appeals to audiences of all ages — and its success now extends far beyond national borders. The format already has local versions in 11 countries, including multiple seasons in Germany (Sat.1), the Netherlands (Talpa Network/SBS6), Norway (Warner Bros Discovery), and Italy (RAI2). A British adaptation premiered on ITV1 in late March. Brazil recently became the first Latin American country to adapt the format, and a French version is set to launch later this year on M6. Several countries have also produced VIP editions featuring well-known personalities.

"99 to Beat" is a format by VRT and production house De Chinezen and was reworked by Talpa Network into a standalone programme. International distribution is by Flemish distributor Primitives.