Swiss-based United Media said it applied with the Serbian competition authority to acquire 100% of stakes at Direct Media in Serbia, Albania, Macedonia and Montenegro. The transaction will also include free-to-air TV stations Pink BiH and Pink (Montenegro).
“Direct Media is a modern advertising agency that has a large number of clients in many countries in the region, excellent relations with TV stations and media and well-developed models of placement and monetisation of local production and attractive content. That is why we have recognised them as an excellent platform for launching the transformation of the television in the region through the application of new technologies that are now being introduced around the world,” remarked Aleksandra Subotic, CEO of United Media.
United Media, which also owns all-news channel N1, is part of the regional United Group, majority-owned by the investment company KKR. It operates in six countries of the former Yugoslavia.