ITV Studios partners with Paprika Studios to lead format sales in Central and Eastern Europe

ITV Studios announced a strategic partnership with Paprika Studios, a leading independent production company in Central and Eastern Europe. Under this agreement, Paprika Studios will exclusively represent a selection of ITV Studios' top-performing non-scripted formats across the key markets of Bulgaria, Czech Republic, Hungary, Lithuania, Romania, Slovakia, and Slovenia.

Gisela Minnbergh, EVP EMEA Global Partnerships at ITV Studios, stated, “Central and Eastern Europe is a dynamic and competitive region, and we’re thrilled to be joining forces with Paprika Studios, who have a proven track record and deep expertise in the region. This partnership enables us to offer broadcasters a powerful combination of creative content and streamlined production, perfectly suited to local audiences.”

Ákos Erdös, CEO of Paprika Studios, added, “We’re proud to represent ITV Studios' exciting slate of formats in CEE. These are compelling, high-quality titles that we believe will resonate strongly with local viewers. With more than fifteen years of experience, offices in eight countries, and a deep understanding of audience expectations and market trends in the region, we are a reliable and competent partner — bringing significant added value to this strategic collaboration. Together with ITV Studios, we aim to bring fresh energy to the region’s non-scripted landscape.”

This collaboration combines a broad range of non-scripted content, encompassing cooking, reality, and entertainment formats, and underscores ITV Studios’ commitment to expanding its innovative and locally relevant production footprint in the region. Paprika Studios will handle titles such as "Game of Chefs," a high-stakes cooking competition; "Rat In The Kitchen," a culinary game show with a twist; "Let Love Rule," a bold and fresh take on dating; "My Mum Your Dad," a reality format offering a second chance at love; "A Year To Remember," a nostalgic entertainment concept; and "What Would Your Kid Do?," a revealing family game show.

The initiative reflects ITV Studios’ ongoing strategy to build stronger creative and commercial alliances in key global territories, ensuring that local broadcasters can access premium formats supported by regionally optimized production capabilities. In markets where these formats are already established, current production partners will continue to produce local adaptations.

The agreement was facilitated by Martijn Plaizier, Content Brand Partnership Manager at ITV Studios.