Lithuanian production group ELITAZ is expanding into original IP development with the launch of ELITAZ Originals, a new Baltic-based studio led by Vitalija Kibilde, former Head of Telia Play Lithuania, alongside producer and creative partner Rovena Sankaliene and ELITAZ founder Gediminas Jaunius.

The new venture will develop scripted and unscripted content for broadcasters, streaming platforms and international markets, combining ELITAZ’s established production infrastructure and network of producers across Lithuania, Latvia and Estonia with expertise in content development, commissioning, streaming strategy and international partnerships.

The launch adds a dedicated original IP development business to ELITAZ’s established production operations, with a focus on building a portfolio of original stories and entertainment formats for local and international markets.

V. Kibilde, who will serve as CEO of ELITAZ Originals, brings two decades of experience in television and media. Most recently, she spent six years leading Telia Lithuania’s television business, Telia Play, overseeing content acquisition, original productions, product and commercial strategy, and partnerships with major international studios and streaming platforms. She is also a member of the International Academy of Television Arts & Sciences.

R. Sankaliene, who joins as a creative partner, brings extensive experience in television production and creative development. Earlier in their careers, Kibilde and Sankalienė led on-air promotion at rival Lithuanian commercial broadcasting groups LNK and TV3 respectively. They now reunite to build a studio focused on creating original content with the potential to reach audiences beyond their home market.

“Having spent years on the commissioning and platform side of the business, I know that a great creative idea is only the beginning,” said V. Kibilde. “You need to understand who the audience is, what makes the project distinctive and, increasingly, whether it has the potential to travel.

“The Baltics may be a relatively small market, but that is precisely why we need to think internationally from day one. Our ambition is to develop original stories and formats here, bringing together strong local creative talent with the commercial insight and international relationships needed to take those ideas further.”

ELITAZ has been expanding its regional production footprint, opening an office in Tallinn in 2025 and establishing a producer network across all three Baltic countries. The creation of ELITAZ Originals adds a dedicated development operation to that production base.

“We have been building ELITAZ into a creative and production platform capable of operating across the Baltic region,” said G. Jaunius. “Launching ELITAZ Originals is the natural next step. We want to move beyond being a production partner for international projects and become a source of original ideas and IP that can find audiences internationally.

“What makes this venture particularly exciting is the combination of creative development, production capabilities and first-hand experience of how broadcasters and streaming platforms evaluate, commission and bring content to market.”

The studio will place particular emphasis on early-stage development, working with writers, creators and producers to identify promising concepts and shape them into commercially viable projects.

“Strong content begins long before the cameras roll,” said R. Sankaliene. “It starts with understanding why a story matters, finding its distinctive voice and building the right creative team around it. We want ELITAZ Originals to be a place where creators can bring not only fully developed projects, but also early ideas that have the potential to become something much bigger.”

MIPCOM launch and international ambitions

ELITAZ Originals enters the market with a development slate spanning scripted and unscripted genres, including projects conceived with international co-production, adaptation and distribution opportunities in mind.

Separately, ELITAZ will host an invitation-only industry screening of its military reality competition series The Flag (Vėliava) on 13 October during MIPCOM Cannes. A new show produced for Lithuanian streaming platform Telia Play in cooperation with the Lithuanian Armed Forces and Black Book Media.

The series follows civilian contestants through military training and demanding team missions, culminating in a battle to capture the opposing team’s flag. “Launching ELITAZ Originals just ahead of MIPCOM feels particularly fitting,” added V. Kibilde. “We are building a studio rooted in the Baltics, but with an international outlook from the very beginning. Cannes is where we want to start those conversations, introduce our creative ambitions and build the partnerships that will help Baltic-originated ideas reach wider audiences.”