Today, CEETV publishes selected parts of its exclusive interview with United Media CEO Aleksandra Subotic. The full interview will apppear first in the upcoming NATPE Budapest 2023 edition of TVBIZZ Magazine and online at tvbizzmagazine.com at the start of the market on June 19, 2023.


Aleksandra, United Media is the leading media company in South East Europe, broadcasting 55 channels in 8 countries. What are your ambitions? Are you planning to expand your portfolio with more acquisitions or new channels?

At United Media, we are passionate about leading the media services industry not just in Southeast Europe but on a broader scale. When we first launched United Media a decade ago, we started with several cable channels and an advertising agency. Since then, our business has grown to become one of the largest media portfolios in Europe, with more than 100 media assets encompassing TV, web portals, radio stations, and print. We offer comprehensive solutions for every need that arises in the media ecosystem, from production and distribution to advertising. However, we do not intend to rest on our laurels. We continuously explore avenues for expansion, such as potential acquisitions or the launch of new channels. Nevertheless, all decisions are grounded in extensive market analysis and a profound comprehension of our audience.

Right now, I'm thrilled to share that we've come to an agreement with Forbes, the largest global business media brand, to launch five digital editions in Serbia, Croatia, Slovenia, Montenegro, and Bosnia and Herzegovina. These new licensed Forbes websites under United Media will serve as a premier platform for discussing some of the most influential leaders, managers, investors, and entrepreneurs from the Adriatic region who are making a significant impact on the world by driving change and transforming business. Being recognized as a partner by such a large and respected company like Forbes is a tremendous honor and privilege for United Media.


Will you continue to “fight” for a Free TV license in Serbia?

Absolutely. We firmly believe that our investment in superior content deserves a national frequency in Serbia. Our channels have earned recognition from viewers as high-quality programs.

In the last month, the importance of our media in Serbia has been further confirmed. After two mass murders and among a general atmosphere of sadness, insecurity, and protests against violence, N1 and Nova have assumed the role of a media public service. They have diligently informed the public about the unfolding events while the official public service broadcaster neglected its responsibilities. Thus, N1 and Nova have effectively filled the void and emerged as the trusted channels that fulfills the role of a true media public service, particularly during times of crisis.

Also, Nova channel has emerged as Serbia's most viewed cable station, rivaling those with national frequencies in terms of audience. During this spring, it shattered previous viewership records and claimed the title of being the most-watched commercial television station in Serbia.

Despite possessing an exceptional program and fulfilling all of the requirements outlined by independent authorities, the attainment of a license is not necessarily guaranteed in Serbia. As a media company devoted to independent journalism, we believe that a free and independent press is essential to a healthy democracy, and we are committed to upholding that principle in everything we do.


United Media is part of United Group - the leading multi-play telecoms and media provider in South East Europe. What are the most important synergies between the two companies and how is United Media benefiting from being part of a large regional telecom operator?

Synergy is the essence of harnessing the combined power of a group working together, surpassing the individual capabilities of each component. As a member of an expansive international group, both media and telecom companies benefit from staying ahead of the curve, unlocking new business prospects, and boosting overall revenue. Being part of a forward-thinking collective that invests in innovative solutions and fosters business development across various domains is truly advantageous.

United Media's reputation for producing high-quality content and regional experience in other media services (like advertising or digital distribution) makes it a valuable partner to both United Group and other telecom operators with whom it collaborates.

An exceptional example of our synergy is evident in the EON platform, a streaming platform developed within the United Group. Leveraging the popularity of this widely-used video platform, our media company's content reaches a broad and diverse audience, not only in the region but also globally. Notably, original formats like Grand Stars (Zvezde Granda) have gathered a widespread following, spanning across continents. Thanks to the EON platform, our channels and content are now accessible to viewers worldwide, regardless of their location. This global reach allows us to connect with our audience wherever they may be.

At the same time, the telco company can offer its subscribers the highest quality media content.


As a company that operates TV channels in several territories do you have a more centralized programming strategy or do you rely entirely on decisions made by the local management? Are there major differences between what viewers like in Serbia, Bulgaria, Croatia; etc? Have you planned co-productions between your channels in CEE?

As a company that operates TV channels in several territories, we have a decentralized programming strategy that allows us to adapt to local preferences and cultural differences. Our local management teams are responsible for programming decisions, but we do have a shared understanding of what works across different markets. We understand that creating content that connects with every audience may be difficult, so we don't take a one-size-fits-all approach. We have identified potential co-production opportunities between our channels and Survivor is an excellent example of a successful joint project between two countries and two televisions from Serbia and Croatia.

The synergy we have at a personal level and the vast know-how within our corporation are the most significant benefits we have to offer in these types of collaborations.


What are your most popular titles in terms of international sales and what countries are interested in watching United Media-produced content?

Our catalogue is very diverse, we have long-running romantic series that we distribute across CEE, LatAm and Middle East, but also crime and drama series that we sell to USA and elsewhere. In both cases we own the IP so sell ready-mades and formats. As an example, our Croatian family comedies (No Matter What, On the Border) are adapted in Greece, Slovakia, Hungary etc. And our award-winning crime dramas (Awake, The Hunt for Salamander) are sold to USA on SVOD, Pay TV+ in CEE and with many more ongoing exciting discussions.

Our content is proven to work outside of our territories as we develop stories with universal values and invest a lot in their production.


United Media will be attending NATPE Budapest which is taking place June 19-22 in the Hungarian capital. Tell us a little bit more about your acquisition strategy, what kind of content will UM be looking for? Will you also be offering partners your content and what are your highlights?

All of our acquisition teams are attending markets across the world in order to find the best possible finished content. We work with both established studios and independent distributors, as we are buying for 40 channels in our portfolio. We are always on the lookout for a wide variety of content, including TV series, movies, documentaries, and more. We believe that offering a diverse range of content is essential to meeting the needs of our viewers and maintaining our competitive edge in the market.

Over the years, we've established strong relationships with our distribution partners, and we're committed to strengthening those relationships even further, and NATPE is an excellent opportunity to do so.