Small Market, Big Format: Idols in Estonia

This article looks at the factors that have influenced the Estonian adaptation of the Idols format, Eesti otsib superstaari. Based on existing literature, as well as on interviews with representatives of the local TV industry, this article suggests that the most influential factor is the small size of the Estonian TV market. Most changes to the original format have been made for practical reasons and not due to cultural considerations. Hence, this article argues that it is mostly market and industry logistics that influence programme imports and local adaptations and not so much the cultural shareability of such programmes.