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Move Over ‘Squid Game’, Belgium’s Musical Chairs-Inspired Format ’99 To Beat’ Is Where The Real Challenges Began
Belgium's '99 To Beat' came before 'Squid Game' and has just sold to ITV in the UK: Global Breakouts
99 to Beat, which emerged from Belgium, a nation of just over 11 million people that frequently punches above its weight in the global formats game, is a show for ‘average joes,’ explains Jo Dehennin, the creator and exec for Belgian pubcaster VRT. As distributor Primitives has closed more and more deals for versions of 99 to Beat around the world, ratings in Belgium have held steady in evening primetime slots, with the latest season launching late last month to more than 700,000 people with a 35% share. VRT schedulers also opted for an innovative release model from Season 2 onwards that sees the show air on Facebook several hours before its linear slot, which Dehennin says “does not cost us any audience” and he believes in fact gained a share of around 3% to 4% per episode.
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