Estonia is set to become the 80th country to host the global television phenomenon „The Voice.“ In the spring of 2027, TV3 Estonia will premiere the first season of „The Voice Eesti,“ which will be developed and produced in Estonia by the ELITAZ team in collaboration with the international format partners, ITV Studios.
ITV Studios—one of the world’s largest television content production and format distribution companies—announced the new project on October 12, on the eve of MIPCOM, the international television industry trade show in Cannes.
„The Voice“ is considered one of the most successful and longest-running international television formats. Last year, new local seasons of the show aired in as many as 33 territories. Estonia’s joining the global „The Voice“ family marks another important stage in the franchise’s expansion.
Vice President of Global Sales and Commercial Strategy at ITV Studios Tom Clark He emphasizes that reaching the 80th season is a remarkable achievement for the show. According to him, „The Voice“ is constantly reinventing itself, offering new creative and digital solutions, yet remains true to its core mission—to give talented people the opportunity to be heard.
A Historic Event on Estonian Television
Head of TV3 Grupp Eesti Toomas Luhats „They call the arrival of “The Voice” a significant moment in the history of Estonian television.
„It is a great honor for us to introduce one of the world's most successful and beloved entertainment formats to the Estonian audience. „The Voice“ isn’t looking for famous names or a perfect stage presence, but for genuine talent and exceptional voices. I’m delighted that Estonian singers will now be able to take the stage on this legendary show and, together with TV3, turn a new page in the history of Estonian television and music,“ says T. Luhats.
Program Director at TV3 Olle Mirme, notes that Estonian viewers have been waiting for this format for several years.
„I have no doubt that the arrival of „The Voice“ in Estonia will be one of the most significant television events of this decade. I’m very happy that the viewers“ long wait is finally over,” says O. Mirme.
ELITAZ: 13 seasons in Lithuania and a new chapter in Estonia
„The Voice Eesti“ will be produced by ELITAZ—a creative and production group with more than two decades of experience in the television and entertainment industry, whose teams are based in Lithuania and Estonia.
In Lithuania, ELITAZ is already producing the 13th season of „The Voice of Lithuania,“ which airs on LNK. Over this time, the show has become one of the country’s most prominent music television formats and has helped discover numerous new artists.
According to Gediminas Jaunius, founder and executive producer of ELITAZ, the launch of the format in Estonia is a natural continuation of our long-standing partnership with ITV Studios and ELITAZ as part of our international expansion.
„Thirteen seasons of „The Voice“ in Lithuania have shown just how powerful the combination of an international format and the country’s unique musical identity can be. Together with ITV Studios and TV3, we aim to create not only an excellent television show but also a cultural event that would showcase the voices of Estonia, help discover new artists, and bring people together through music,“ says G. Jaunius.
Production in Estonia will be led by the local ELITAZ team
ELITAZ began its operations in Estonia in 2025 by opening an office in Tallinn and collaborating with Talpa Studios on the production of the international television format *The Floor*. A total of 84 episodes were produced on the Baltic production platform for the Estonian, Latvian, and Lithuanian markets.
The development of the new „The Voice Eesti“ project in Estonia will be coordinated by Stanley Ogburie, Head of ELITAZ Estonia, working alongside a team of local producers and Mihkel Sirelpuu.
„When we launched ELITAZ in Estonia, we had a clear vision—to build a strong team of local creators capable of producing major international television formats. „The Floor“ was our first major step. Now, with „The Voice Eesti,“ we’re taking it even further. Our strength lies in the combination of Estonian talent, knowledge of the local market, and the experience of the entire ELITAZ Baltic team. “We want to create a show that both Estonian viewers and our international partners will be proud of,” says S. Ogburie.
The search for talent in Estonia has already begun
Registration is now open for contestants in the first season of „The Voice Eesti.“ All singers aged 16 and older are invited to participate in the competition, and there is no upper age limit.
At the beginning of 2027, auditions will be held, followed by the legendary blind auditions. Four renowned mentors from the music world, sitting with their backs to the stage, will judge the contestants based solely on their voices.
Later, viewers can look forward to musical showdowns, spectacular performances, and intense battles for a spot in the finals. The highlight of the first season in Estonia will be The grand live Super Final is scheduled for May 2027, in which viewers will choose the first winner of „The Voice Eesti.“.
ELITAZ Strengthens the Baltic States' Manufacturing Platform
„The Voice Eesti“ marks another step in ELITAZ's international expansion, strengthening the group's collaboration with global television format creators.
By expanding its production capabilities in Lithuania and Estonia, ELITAZ aims to bring together the creative and technical expertise of the Baltic countries into a single regional platform capable of effectively implementing ambitious local and international television projects.
„The Voice Eesti“ will premiere in the spring of 2027 on TV3 Estonia.
