| Genre: | Reality TV series |
| Runtime: | Various |
| Company: | Pink Media Group |
| Creator: | Željko Mitrović |
| Network: | Pink TV |
| Country: | Serbia |
| Language: | Serbian |
| Num Series: | 7 |
| Producer: | Pink TV |
| Related: | Farma |
Elita (Serbian: Елита,), formerly known as Zadruga (Serbian: Задруга,), is a Serbian reality TV series broadcasting on Pink TV, as a successor of the Farm reality TV series. The first season started on 6 September 2017.
Some 1,500 people work in production of this show. For scenography, consultants and technicians from Hollywood were hired. Contestants are covered with 140 cameras which viewers can access.[1] The Zadruga complex has a climate control unit, able to create different weather conditions, i.e. snow in May, rain in August etc.
In the show, contestants called "zadrugari" (eng. cooperators) live together in a specially constructed community that is isolated from the outside world. The show's former title refers to the term zadruga, a type of rural community in which the institution of zadruga held people's property, herds and money in common, with usually the oldest (patriarch) member ruling and making decisions for the family. Contestants are voted out (usually on a weekly basis) until only one remains and wins the cash prize. During their stay in the house, they are continuously monitored by live television cameras as well as personal audio microphones.
Each week a new leader (Serbian: vođa|italic=yes) is selected, who has responsibilities to the whole community and special benefits. He or she also has to give out budgets, which are meant for everyday use. Then the leader is supposed to choose two helpers (Serbian: potrčko) and a favourite person (Serbian: omiljena osoba). In the end of week two contestants will face the eviction. One of them is the helper with most votes received from other contestants and the other a contestant with least public votes throughout that week. On Sunday night two of them will again face public vote, but they will also play a game, which if won can double the percentage the contestant's votes and possibly save him/her from the eviction.
The complex includes the 'White House', where the contestants live, hotel, in which the leader a favourite person live, the 'Garden of Eden', where the 'Wise Tree' is placed, a supermarket, pub, casino, beauty parlour and a farm. Across the lake are the fast food restaurant, pawn shop, jail etc.
| Season | Network | First aired | Last aired | Days | Winner | Nationality | Prize |
|---|---|---|---|---|---|---|---|
| 1 | TV Pink | 6 September 2017 | 20 June 2018 | Kija Kockar | Serbia | ||
| 2 | 6 September 2018 | 6 July 2019 | Luna Đogani | ||||
| 3 | 6 September 2019 | 11 July 2020 | Iva Grgurić | Croatia | |||
| 4 | 6 September 2020 | 10 July 2021 | Nadica Zeljković | Serbia | |||
| 5 | 5 September 2021 | 10 July 2022 | Dejan Dragojević | ||||
| 6 | 9 September 2022 | 10 June 2023 | Aleksandra Nikolić | ||||
| 7 | 2 September 2023 | 13 July 2024 | Anita Stanojlović |
Zadruga has received criticism for the display of scenes of physical and verbal violence, which has questioned the national frequency of Pink and the role of the Regulatory Authority for Electronic Media (REM).[2] In May 2022, Media foundation Slavko Ćuruvija reported REM for their absence of appropriate reaction on the scenes of gender based violence on Zadruga, which according to the foundation was a breach of the Law on Electronic Media and the Rulebook on the Protection of Human Rights.[3] Subsequently in June, the Independent Association of Journalists of Serbia (NUNS) condemned Pink for promoting violence and illegal behavior.[4]
Between March and June 2020, Nova.rs reported that there had been an alleged outbreak of COVID-19 between the contestants, which according to their sources, the producers tried to hide from the public.[5] The third season of Zadruga continued filming in spite of the government instruction against public gatherings.[6]
Another controversy has been in regards to contestant Miljana Kulić, who entered the first season of Zadruga pregnant and gave birth a month after the season had ended.[7] [8] Kulić has continued competing on every of the following seasons of Zadruga whilst also raising her son on the set, bringing up the question of the welfare and protection of her child.[9]