NATPE Budapest’s signature competition, Pitch & Play, took place last night, June 24. The event is designed to spotlight the CEE region’s most promising original format concepts with strong international potential, connecting them with investors, buyers, and media professionals.
This year’s Pitch & Play was hosted by Stanislav Kimchev of CEETV. The jury featured prominent industry figures: Avi Armoza, CEO of Armoza Formats; Barbara Hamori, Owner and CEO of Scripted Productions; Malwina Kawecka, Head of Licensing and Rights Acquisitions at TVP; and Ben Packwood, VP of Sales CEE at All3Media International.
Three finalists presented their formats and showcased pilot content:
- Upstage (ETV, Estonia)
- Incredible Duets (Friends Production, Ukraine)
- Heritage Code (rlive, Moldova)
Incredible Duets is a singing competition made up of three stages. In the first stage, contestants meet online over the course of just three days. The second stage involves rehearsals, and in the third, contestants perform live in front of a judging panel and audience.
Heritage Code, a documentary-reality hybrid, brings together six contenders from diverse backgrounds. Across six episodes, each participant takes a DNA test at the beginning. As the show progresses, their personal stories, lifestyles, and the historical context of their ethnic roots are explored, ending with the reveal of their DNA results.
The winner of Pitch & Play 2025 was Upstage, submitted by Estonia’s ETV. Upstage is an edutainment format that follows six young aspiring actors as they journey from their homes to the stage. The series explores why they are drawn to theater and what it means to dedicate their lives to the craft. At the end of the season, the winner earns the opportunity to star in one of the country’s most-watched drama series.
Click here to access our NATPE Budapest 2025 issue.
