Nova M

Nova M (formerly Pink M) is a Montenegrin national television station that started broadcasting in 2018, when Direct Media d.o.o. Serbia, a subsidiary of United Media, bought the former Pink M TV from Željko Mitrović, the owner of Pink Media Group.

Pink M, at that time, a television station with a national frequency, was rebranded into Nova M and kept the national frequency. However, television viewers in Montenegro can continue watching a cable television called Pink M, which is offered by cable operators in Montenegro. However there is no studio or newsroom based in Montenegro.

The company Direct Media d.o.o. Belgrade was founded in 2002. Direct Media is an advertising agency with clients in several countries of the region. Direct Media d.o.o. is a subsidiary of United Media (United Group) and operates television stations under the Nova brand in Bosnia and Herzegovina, Serbia and Croatia. Serbian businessman Dragan Šolak and the UK-based investment company BC Partners are the ultimate beneficial owners of the group.

Key facts

Audience Share


Ownership Type


Geographic Coverage


Content Type

Free content

Data Publicly Available

ownership data is easily available from other sources, e. g. public registries etc.

2 ♥

Media Companies / Groups

United Group

Nova M


Ownership Structure

Owner of Nova M is Direct Media d.o.o. Beograd which is owned by United Media S.à.r.l.
According to the information published by the Nova M itself, in their impressum, the biggest final indirect owner as a physical entity is Dragan Šolak, Serbian businessman, residing in Switzerland, who holds 35.89% of shares in Nova M.
No other minority member has more than 5% direct or indirect stake in Nova M doo, according to the information provided by Nova M.
According to the official data - Nova M d.o.o. Is 100% owned by the Direct Media d.o.o. Beograd. Direct media d.o.o. Beograd is owned 95% by United Media S.à.r.l.

Voting Rights

Missing data

Individual Owner

Media Companies / Groups

General Information

Founding Year


Affiliated Interests Founder

Direct Media d.o.o. Beograd (Republic of Serbia)

According to the Serbian Central Register of Business Entities (APR), the owner of Direct Media d.o.o. Beograd is United Media s.à.r.l. from Luxembourg.

Affiliated Interests Ceo

Vidra Milačić

Worked for four years as the Finance Director at Nova M. Previously, she held the position of head of the internal audit department at Societe Generale bank Montenegro. She started her career at Ernst & Young Montenegro, working on audit projects in various industries for five years.

Affiliated Interests Editor-In-Chief

Dimitrije Jovićević

In Nova M’s Impressum, there is information that the CEO is also the editor-in-chief. However, according to the information publicly disclosed, the editor-in-chief of Nova M is Dimitrije Jovićević. Dimitrije Jovićević has a rich journalistic career, he worked as an editor at TVCG, TV IN, BK Television, Radio Free Europe, and Antena M and spent a short period at TV Vijesti.


Bulevar Ivana Crnojevića 97, Podgorica


Phone number: +382 20 403 505


Financial Information

Revenue (in Mill. $)

1,006 million EUR / 1056 million USD

Operating Profit (in Mill. $)

-1,020 million EUR / 1071 million USD

Advertising (in % of total funding)

Missing data

Market Share

Missing data

Further Information

Meta Data

The data on the media outlet was collected from the Agency for business entities of Serbia, Agency for electronic media, Tax administration portal Taxis, website of the media and desk research. Audience shares are missing, since there is no credible centralized audience measuring mechanism in the country.
MOM team in Montenegro contacted the media outlet on August 18, 2023, as is the practice for Media Ownership Monitor, to invite the media owners to proactively disclose information relevant to the study.
The annual average exchange rate of the Central Bank for 2022 was used to convert EUR into USD (1,05).
There is not much information available about Nova M employees, nor about management representatives. The name of the editor-in-chief is not publically available.