A significant shift in Serbia’s media landscape is underway as United Group sells a large part of its business. The biggest share of SBB’s portfolio is being acquired for 825 million euros by e&PPF Telecom Group, a telecommunications company in which the Government of the United Arab Emirates holds a majority stake. At the same time, Telekom Srbija is purchasing the satellite segment, sports programming, and the TV platform for the diaspora for 650 million euros.
United Group has stated that the ownership and editorial policy of its channels, N1 and Nova S, will remain unchanged. However, there is still no clear answer on whether their cable positioning, and consequently their reach, will be affected by the changes.
Telekom’s expanding market share
This transaction is expected to reshape Serbia’s telecommunications market. Telekom Srbija, which already holds a dominant position, will strengthen its presence in the satellite television sector by acquiring Total TV, the Sport Klub broadcasting rights, and the diaspora-focused TV platform that operates in Serbia, Bosnia and Herzegovina, Montenegro, and North Macedonia.
The sale marks the end of a long-standing competition between SBB and Telekom Srbija. SBB has faced declining market share in recent years due to administrative restrictions on expanding its network. United Group has cited this as one of the key reasons for the sale. According to recent reports from RATEL, Telekom currently controls about 57 percent of Serbia’s broadband internet market, while SBB has fallen to around 27 percent. In media distribution, Telekom now holds more than 54 percent of the market, whereas SBB’s share has dropped to under 39 percent.
The deal will also significantly impact Yettel, which operates in Serbia under e&PPF Telecom Group. Yettel currently has only about 4 percent of the media distribution market, but this will increase substantially after the acquisition is completed. Over the years, Telekom and Yettel have worked together to reduce SBB’s market share, with Telekom also having a political interest in the process.
Media and political implications
A key issue in this transition is the influence of N1 and Nova S, which are widely regarded as being critical of the government. While United Group insists that these channels are not part of the sale, questions remain about their future position on cable networks. Some analysts believe they could be moved to less prominent positions, which could reduce their viewership and influence.
United Group has confirmed that it will keep ownership of other channels, including Grand, IDJ, Brainz, Pikaboo, Lov i ribolov, Nova Max, and Nova Series. An agreement has been made with e&PPF to ensure that N1 and Nova S remain available on SBB and will also be offered to Yettel users. However, there is still speculation about whether these channels will receive the same prominence as before.
Changes for satellite and diaspora viewers
The most noticeable shift in content will affect satellite television and viewers in the diaspora. Telekom Srbija has confirmed that after the takeover, Total TV users will receive the same channels as those currently available on its mSat satellite service. This means that United Media channels, including N1, Nova S, Brainz, and Insider TV, will no longer be available. Instead, viewers will have access to other networks, including Tanjug, Euronews, Bloomberg Adria, Blic, Studio B, Kurir and Informer TV.
Strategic moves and regulatory approval
The completion of this transaction is subject to regulatory approvals in multiple countries. e&PPF Telecom Group has described the acquisition as part of a strategy to establish SBB as the leading fixed internet and television provider in Serbia, complementing Yettel’s existing services.
Telekom Srbija has emphasized that this deal is particularly significant for sports broadcasting. By acquiring the rights to Sport Klub’s content, Telekom will integrate these broadcasts into its Arena Sport channels, which will also be made available to SBB users after the transition. Telekom has stated that the prices of its services will not change due to this acquisition.
Future developments
This deal represents one of the most significant changes in Serbia’s telecommunications and media sectors in recent years. While the business restructuring is clear, the long-term effects on media diversity, competition, and public access to various viewpoints remain uncertain. As regulatory approvals move forward, it remains to be seen how these developments will shape media consumption and influence public discourse in the future.
