Pink International Company
Pink Media Group (formerly Pink International Company) is the largest commercial broadcaster in Serbia, operating a wide portfolio of media assets. Its flagship station, TV Pink, alongside thematic channels such as Pink 2, Pink 3 Info, Pink Family, Pink Kids, Pink Reality and others, has long dominated the entertainment and news market. The company also runs Radio Pink and several regional television outlets, including Pink BH in Bosnia and Herzegovina and Pink Min Montenegro. TV Pink is widely recognized for its pro-government editorial stance, with coverage consistently favorable to the ruling Serbian Progressive Party (SNS).
Media assets
Television: TV Pink, Pink 2, Pink 3 Info, Pink BH, Pink M, Pink Family, Pink Soap, Pink Kids, Pink Super Kids, Pink Reality, Fashion TV SEE
Radio: Radio Pink
State Media Matrix Typology
Ownership and governance
The group is fully owned and controlled by Željko Mitrović, who also serves as CEO. His wife, Milica Mitrović, holds senior managerial roles as vice president of Pink Media Group and programme director of TV Pink.
Source of funding and budget
Pink Media Group’s financial stability relies heavily on state support mechanisms. Over the years, the company has repeatedly benefited from government loans, subsidies, and favorable contracts, which critics argue have enabled it to operate despite mounting tax debts. The group has also been listed among Serbia’s major tax debtors in official reports.
In 2023, the company reported revenues of €80.63 million and a net profit of €16.09 million, according to a company report. In 2024, according to Serbian business registries, revenues amounted to RSD 8.57 billion (approx. €73 million), with a net profit of RSD 186.5 million (approx. €1.6 million).
Editorial independence
Editorial independence at Pink Media Group is severely compromised. Watchdogs and media analysts highlight the broadcaster’s close alignment with the government narrative. Reports from IREX note the use of deepfake contenttargeting opposition figures, manipulation of political coverage, and the systematic spread of disinformation.
Željko Mitrović himself has intervened directly in editorial policy, frequently appearing on TV Pink and social media to attack critics in inflammatory language.
September 2025