ELITAZ presented its Lithuanian-origin military reality competition format The Flag to international television executives at an exclusive screening held at the Carlton Hotel in Cannes during MIPCOM.

The Flag follows two teams of civilian contestants as they undergo military training, take on challenging missions and compete to capture the opposing team's flag. Developed and produced in Lithuania with the involvement of the Lithuanian Armed Forces, the format combines authentic military environments with strategic gameplay, teamwork and human drama.

Hosted by ELITAZ Originals CEO Vitalija Kibilde and The Flag co-creator and producer, ELITAZ founder Gediminas Jaunius, the event featured a trailer and a specially prepared cut combining footage from the Lithuanian production with an overview of the format's structure and key gameplay elements.

The screening brought together television executives and programming decision-makers from the UK, the Netherlands, Germany, Turkey, Finland, Latvia, Estonia and Lithuania. Discussions following the presentation explored the format's international potential, production values and relevance in the current European geopolitical context.

“Presenting an original format developed in Lithuania to an international audience in Cannes is an important milestone for our team and a meaningful step for the Lithuanian television industry. We have a strong track record of producing content for international partners, and now we want to bring more of our own ideas and formats to the global market. The Flag represents two years of work by hundreds of people, made possible through the contribution of our strategic partners – Telia Play, Black Book Media and the Lithuanian Armed Forces,” said Kibilde.

“The response from international industry colleagues was particularly encouraging. They recognised the production quality, the layered gameplay and the relevance of the concept in today's European context. As a co-creator, it was rewarding to see the format generate discussions not only about the Lithuanian production, but also about how the concept could work in other markets,” said Jaunius.

The Lithuanian original format, Vėliava, premieres exclusively today, Oct. 15, on Telia Play.