Pink Media Group

Pink Media Group, called Pink International Company until 9 September 2021, is a Belgrade broadcaster that operates the national television channel TV Pink, the radio station Radio Pink and a portfolio of thematic cable channels. It is one of the four commercial broadcasters with national television frequencies in Serbia, together with Happy, B92 and Prva, and it is owned entirely by the businessman Željko Mitrović.

Media assets

Television: TV Pink, which holds a national terrestrial licence valid from 5 August 2022 to 5 August 2030. The register of the Regulatory Authority for Electronic Media (REM) also lists cable licences held by Pink Media Group d.o.o. for almost forty thematic channels, including Pink Family, Pink Kids, Pink Super Kids, Pink Soap and Pink Reality. The former national broadcasters Pink BH and Pink M, which the previous entry listed as assets, were sold to United Media in 2018 and became Nova BH and Nova M. The REM register separately lists cable approvals K394-3 and K395-3 held by Pink Media Group d.o.o. for services using the names Pink BH and Pink M, with validity ending on 3 September 2026; the register does not show whether they remain in force. The operating company of Fashion TV SEE, FTV SEE d.o.o., is listed by CompanyWall as in compulsory liquidation and deleted from the business register in 2019. In Bosnia and Herzegovina, BH Telecom announced in February 2026 that the Pink packages would be withdrawn from its platform from 1 April 2026, and Mitrović announced in April 2026 that Pink Media Group had acquired Sarajevo’s TV Alfa.

Radio: Radio Pink, which holds a terrestrial licence (approval 575/2022) in the REM register.

Online: the portal pink.rs, which is listed in the current impressum.

Ownership and governance

According to data of the Serbian Business Registers Agency (APR) published by CompanyWall, Pink Media Group d.o.o. is owned 100 per cent by Željko Mitrović, who is also its director, and Ivan Vlatković is its legal representative. The same owner is listed in the REM register. CompanyWall shows Mitrović as the owner since 6 September 2018, and the company was renamed from Pink International Company on 9 September 2021 according to its registry data. In August 2015 the company Direct Media became the owner of 10 per cent of Pink, and in April 2018 Mitrović said that he would urgently buy back that stake.

The current impressum of pink.rs lists Mitrović as president of the company and general director, Milica Mitrović as programme director, Ivan Vlatković as vice president and marketing director, Nemanja Pajić as director and editor-in-chief, and Predrag Jeremić as editor of the news desk.

In 2023 the state-owned Telekom Srbija became the owner of Globaltel, which was owned 55 per cent by Pink Media Group. The change of ownership was registered in APR on 13 July 2023, and the price was not disclosed.

Source of funding and budget

According to APR financial statements published by CompanyWall, the total revenue of Pink Media Group d.o.o. was RSD 9,493.0 million in 2023, RSD 8,566.2 million in 2024 and RSD 10,304.5 million in 2025, with net profits of RSD 1,644.8 million, RSD 186.6 million and RSD 644.8 million, and it had 791, 818 and 822 employees. CompanyWall shows no tax debt for the company. Nova Ekonomija reported in May 2026 that the operating revenue of Pink in 2025, which is distinct from and lower than the total revenue above, was about RSD 9.3 billion and that its net profit was 245 per cent higher than in 2024.

Nova reported on 12 December 2025, citing cadastre data, that Pink Media Group had taken a loan of EUR 4 million secured by a mortgage on the building of TV Pink, without naming the lender, and on 16 January 2026 that two earlier loans of about EUR 3 million each were also secured on the building.

The documented state support for Pink dates from earlier years. The investigative centre CINS reported that Pink received at least RSD 1.28 billion in export credits from the state, in the form of guarantees and payments linked to the export credit agency AOFI, in 2014 to 2017, and that the tax administration concluded four reprogramming agreements for Pink’s tax debts in 2012 to 2016 with a total value of about RSD 1.52 billion.

Political advertising is a documented source of revenue. Transparentnost Srbija estimated the value of political advertising on Pink in the 2022 campaign at about EUR 2.6 million, the largest sum among the television channels, and in the Belgrade election of December 2023 the Serbian Progressive Party (SNS) booked airtime on TV Pink worth RSD 48 million. CINS reported that in the Kosjerić local election of 2025 more than half of the more than RSD 28 million that SNS spent on advertising went to Pink. These payments were made by political parties, whose campaigns receive both public and private funding.

Editorial independence

The Vibrant Information Barometer of IREX for 2024, which covers events of 2023, notes that Pink, Happy and Prva allocated a far larger proportion of their airtime to the ruling party’s campaign list, that Pink published a video calling for the arrest of journalists, and that the editor-in-chief of Pink TV aired deepfake videos of several opposition politicians. Mitrović has used TV Pink and his social media to attack critics. On 28 May 2024 he insulted critics who had commented in N1 on his video of a detonating device, dismissing the analysts as unqualified, as a guest of the programme Nacionalni dnevnik on TV Pink, and Vreme reported on 20 March 2025 on his video on X in which he called the rector of the University of Belgrade and about 40 other university officials, mostly professors and deans, a small gang that delivers students like a crate of apples.

The monitoring of the Bureau for Social Research (BIRODI) of central news programmes from 1 January to 31 July 2026 found that Pink gave President Vučić 16 hours, 23.8 per cent of his airtime across the seven monitored channels, including N1 and Nova S, 73.0 per cent of it positive and 14.9 per cent negative, and gave the government 8 hours 57 minutes, 88.3 per cent of it positive. BIRODI found that Prva and Pink had the most positive tone towards the president. In its monitoring of the election campaign from 9 September to 15 October 2026 across RTS1, Pink, Prva, B92 and Happy, BIRODI found that the list of Vučić received 12,878 of the 24,595 monitored minutes, 96 per cent of them positive, and the student list 10,024 minutes, 95 per cent of them negative, combined across the five channels, and it asked REM to examine the compliance of the broadcasters with Article 61 of the Law on Electronic Media.

The interim report of the Office for Democratic Institutions and Human Rights of the Organization for Security and Co-operation in Europe (ODIHR) on the early parliamentary election of 25 October 2026, as reported by N1 on 10 October 2026, states that RTS, B92, Happy, Pink and Prva are widely perceived as pro-government and favourable to the ruling SNS.

AI and digital policy

No publicly available Pink Media Group policy on artificial intelligence (AI) was identified for this update. In August 2023 TV Pink aired AI-generated videos of opposition politicians, and the REM Council responded with a general statement that AI-generated programmes should carry a visible notice and that informational programmes must not mislead the public about persons and events. REM imposed no sanction. In August 2024 the Higher Court in Belgrade issued an injunction barring Mitrović and the company from distributing an AI-generated video of the politician Dragan Đilas, according to N1, and in October 2024 lawyers of the film director Emir Kusturica asked the Higher Court to ban an AI-generated video that Mitrović had posted and Pink aired. In May 2025 Mitrović presented on Instagram an AI-generated persona as vice president of Pink Media Group.

Classification rationale

Pink Media Group remains classified as Captured Private (CaPr) in 2026. Its private ownership is established, while independent monitoring documents sustained pro-government coverage and the owner’s direct interventions in programming to promote political allies and attack critics.

October 2026