Pink Media Group

Pink Media Group

Pink Media Group operates a cable television station Pink M for the Montenegrin market out of Serbia. Until 2018 Željko Mitrović's Pink company ran a Television station with a national frequency in Montenegro called Pink M, when it was sold to the United Media group and rebranded into Nova M..

Pink Media Group began its work in 1993 with the launch of Pink Radio. The opening of Pink Television followed a year later after the signing of a contract on business and technical cooperation with the then national television station RTS (today's public service). The contract was concluded thanks to the close ties of Pink's owner Željko Mitrović with the then ruling elite. With this contract, RTS undertook to give premises, equipment and services to Pink Television, with minimal compensation.

Pink introduced a new kind of populist program to the Serbian media scene, which promoted turbo folk music and nationalist ideals. Politicians with nationalist rhetoric, members of the military and paramilitary formations, war profiteers and folk singers participated together in prime-time shows.

In 2014, Pink appeared on the state tax lists as one of the biggest tax debtors. However, the Agency for Insurance and Financing of Exports of the Republic of Serbia (AOFI) helped Pink on at least two occasions with guarantees and loans of around seven million euros.

Probably one of the biggest controversies surrounding Mitrović is his connection with the Electronic Media Regulatory Authority, REM. Mitrović is considered to have had a great influence on the distribution of national frequencies in 2006. Mitrović's Pink obtained one of the five allocated national frequencies, and later it turned out that two more television stations that received national frequencies (Avala and Happy/Košava) were connected to him through ownership or provision of services.

Thanks to close relations with state officials, Mitrović's business has expanded beyond the borders of Serbia over the years. More than 60 cable channels are broadcast within Pink, from Pink kids and Pink music to Pink erotika.

Pink Media Group is the largest private commercial media group in Southeast Europe, whose operations in addition to radio and television programming include: film production, satellite television production, music production and offers air transport services.

Key facts

Business Form


Legal Form

Limited Liability Company (LLC)

Business Sectors

Production and broadcasting of television programs; Air traffic; Music production; Information technology; Food production; Film, audio and television production; PR and marketing; Catering; Cinemas; Leasing;


Individual Owner

Media Outlets
Other Media Outlets

Other TV Outlets

Pink TV (Serbia)

Other Radio Outlets

Radio Red

Other Online Outlets


Media Business

Broadcaster of TV channels and radio stations in Serbia

Pink Media Group (100%)

Broadcaster of radio stations in Serbia

Red Media Group (100%)


Production and broadcasting of television programs

Media prime time (100%)

Air traffic

Air Pink (48%)

Music production

City Records (100%)

Information technologies

Digital media system (100%)

Food production

Mgum technology (80%)

Film, audio and television production

United games (50%)

PR and marketing

Global digital agency (100%)


S Choice Food (51%)


Odeon Theater (100%)


Help team (50%)

Television Broadcasting

Pink BH (Bostnia and Herzegovina)

General Information

Founding Year


Affiliated Interests Founder

Željko Mitrović

Founder of Pink TV, he started his career in the 1990s in a media environment that was strictly controlled by Slobodan Milošević and Mirjana Marković, the ruling spouses. Mitrović was a member of Mirjana Marković's party, Jugoslovenska levica (JUL), and a federal representative of this party. He has been in JUL since 1996, and at this party, he was the head of the marketing department. He was expelled from the party in 2002.
Using his close ties with the ruling elite, Mitrović launched the Pink radio station in 1993, then obtained the national frequency for broadcasting Pink television in 1994. Just four years later, PINK became the leading commercial television station in the country.
Mitrović always maintains good relations with each new ruling structure.
Since 2012, Pink TV has published several videos and reports broadcast in central news programs targeting members of the opposition and public figures who criticise the regime of Aleksandar Vučić. One of those videos was of Oliver Ivanović, the opposition leader of Serbs from the north of Kosovo, who was killed just a few weeks after the video was broadcast on Pink TV.
Thanks to his close relations with state officials, Mitrović's business has been constantly expanding over the years in various areas and beyond the borders of Serbia. Today, Pink Media Group's businesses include: film production, radio and television broadcasting, satellite television production, music production, as well as airline services. Mitrović also had a stake (80.5%) in a chewing gum company called MGUM Technology.
The media mogul was also at the centre of a scandal in 2013, when his son, driving a BMW at an inappropriate speed, hit and killed a girl named Andrea Bojanić at a pedestrian crossing, and then fled the scene of the accident. Mitrović's son was sentenced to 12 months of house arrest and a one-year ban on driving a motor vehicle. He received a single sentence for both crimes: serious crime against public traffic safety and failure to offer assistance to a person injured in a traffic accident.




Neznanog junaka 1

11000 Belgrade, Serbia

Phone number: +381 11 3063 527


Tax/ ID Number

Tax ID 100000274
ID 06908381

Financial Information

Revenue (Financial Data/ Optional)

76,9 Mio USD / 8,5 Bio RSD (2022)

Operating Profit (in Mill. $)

19,9 Mio USD / 2,2 Bio RSD (2022)

Advertising (in % of total funding)

Missing Data


Other Influential People

Milica Mitrović

Program director of Pink Television and vice president of Pink Media Group, has been the spouse of Željko Mitrović since 1995.

Further Information

Data Publicly Available

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

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Meta Data

Pink M does not have a registered company in Montenegro with a frequency to broadcast. Pink M broadcasts from Serbia and is part of Pink Media Group, owned by Željko Mitrović. The ownership data on Pink Media Group was sourced from the Serbian Agency for Business Entities.