Đurađ I Balšić

George (Đurađ I) Balšić (died 1378) was lord of Zeta from 1362, eldest son of Balša I, whose family dominated the coastal Serbian lands after Stefan Dušan's death. He warred on Karl Thopia of Albania, who held him captive from 1364 to his Ragusan-mediated release in 1366; he besieged Kotor and converted to Catholicism in 1369. Venice also complained about his ships in the Adriatic.

After the Battle of Maritsa in 1371 he made Zeta independent, taking Prizren and Peć from King Marko. He died at Skadar in January 1378, leaving Zeta to Balša II.