Nova (Serbia)

Nova S, commonly referred to as Nova, is a privately owned cable television channel in Serbia that provides national coverage with a focus on free-to-air content, including news, entertainment, talk shows, and original programming.^[1] Launched on 25 March 2019 as part of the regional Nova television network, it quickly became the most watched cable channel in the country, achieving significant audience shares through innovative formats and objective journalism.^[2][3] Owned and operated by United Media, a subsidiary of the United Group, Nova S operates alongside other regional outlets like Nova TV in Croatia and Nova BH in Bosnia and Herzegovina, forming one of the largest television networks in the Western Balkans.^[1][4] The channel's programming lineup features high-quality informative shows such as Impression of the Week and 24 Minutes with Zoran Kesić, international adaptations like Survivor and Come Dine with Me, popular series including Legacy and Black Sun, and exclusive sports coverage.^[2] It also hosts the music competition IDJShow, appealing to diverse age groups with a blend of entertainment and current affairs.^[2] Nova S has garnered attention for its role in providing independent news in Serbia's media landscape, particularly through partnerships with international outlets and a commitment to unbiased reporting, though it has faced political pressures and threats of interference in recent years, including warnings in September 2025 about attempts to seize political control.^[5][6] In 2025, amid ownership changes in the broader United Group portfolio—such as the sale of SBB to e& PPF Telecom Group and NetTV Plus to Telekom Srbija—the channel's operations remained unaffected, continuing under United Media's control.^[7] As Serbia's most watched cable channel as of 2025, Nova S competes effectively with national broadcasters, solidifying its position as a key player in Serbia's evolving television market.^[1][3][8]

History

Launch as TOP Kanal

TOP kanal debuted in December 2017 as a general entertainment cable television channel in Serbia, marking the entry of United Media—backed by United Group—into original content production for the local market.^[9][10] The launch occurred amid a Serbian media landscape dominated by the public service broadcaster Radio Television of Serbia (RTS) and the leading commercial network TV Pink, which together captured the majority of national viewership through free-to-air transmissions.^[11] TOP kanal was positioned to fill a gap for cable subscribers, particularly urban audiences interested in diverse, non-mainstream entertainment options beyond the established national channels.^[11] As a cable-only service, its rollout required regulatory clearance from the Republic Agency for Electronic Communications and Postal Services (RATEL) and the Regulatory Authority for Electronic Media (REM) to ensure compliance with broadcasting standards for non-terrestrial distribution.^[12] The channel's initial programming emphasized original Serbian productions to differentiate it from imported content prevalent on competitors, including a blend of political talk shows, documentaries, sports highlights, and premieres of domestic films and series.^[9] Early successes included high-rated airings of Serbian-made content, such as the series Ubice mog oca 2, which achieved a 23.65% audience share in its slot shortly after launch, outperforming some national free-to-air channels.^[10] This focus on homegrown programming aimed to build loyalty among viewers seeking culturally relevant alternatives, with the channel distributed via major platforms like SBB, Total TV, Beogrid, D3i, and EON to reach cable households across urban centers.^[9] A key element of the early lineup was the quiz show Totalni obrt, which continued as a flagship original production and debuted in January 2018, engaging families with trivia on current events and general knowledge to attract a broad demographic within the target urban base. The show's persistence underscored TOP kanal's commitment to interactive, locally produced formats that contrasted with the soap operas and reality TV staples of RTS and Pink.^[11] Overall, the launch capitalized on the growing cable penetration in Serbia to introduce fresh voices in a market where regulatory frameworks encouraged competition while prioritizing national content quotas.

Rebranding to Nova S

In 2019, Serbia Broadband (SBB), under the ownership of United Group, announced the rebranding of its channel TOP kanal to Nova S, with the change taking effect on March 25.^[9] This transformation marked a significant evolution from its original launch in 2017 as an independent entertainment channel.^[2] The rebranding was driven by United Media's strategy to expand into a unified Balkan media brand, integrating Nova S into the regional Nova television network to enhance cross-border content distribution and market leadership in quality programming.^[13] Following the rebrand, Nova S adopted an updated visual identity, including a new logo aligned with the Nova family's design standards, and launched its official website at nova.rs to support live streaming and on-demand access to shows.^[2] Initial promotional campaigns emphasized the channel's refreshed lineup, highlighting premieres of new local productions such as Impression of the Week and An Evening With Ivan Ivanovic, alongside sports coverage and international series to attract viewers across platforms like SBB, Total TV, and others.^[13] The integration into the Nova family enabled immediate cross-promotions with affiliates, including Nova BH in Bosnia and Herzegovina and Nova M in Montenegro, fostering shared advertising opportunities and unified branding across the region to strengthen audience engagement in the Balkans.^[2] This move positioned Nova S as a key pillar in United Media's portfolio of top-rated networks, emphasizing collaborative content strategies without altering its core focus on entertainment.^[9]

Ownership and Operations

Parent Company and Affiliates

Nova S, a Serbian cable television channel, has been owned by United Group since its inception in 2019, when it was rebranded from TOP Kanal and began operating under the United Media division.^[2][1] United Media serves as a prominent media platform in Southeastern Europe, managing a portfolio that includes investments in both digital platforms and broadcast assets across multiple countries, reaching an audience of 40 million people.^[14][15][16] Within this ecosystem, Nova S forms part of a cross-border network of affiliates, including Nova TV in Croatia as the regional programming hub, Nova BH in Bosnia and Herzegovina, and Nova M in Montenegro, enabling shared content distribution and operational synergies.^[17][18] Leadership at United Media has seen notable changes following the 2019 rebranding, with Aleksandra Subotić serving as CEO amid ongoing corporate transitions at United Group. In 2025, United Group sold its SBB cable services to Telekom Srbija, but Nova S's operations and ownership under United Media remained unaffected.^[7]

Headquarters and Technical Specifications

Nova's headquarters is situated at Bulevar Zorana Đinđića 8a in Belgrade, Serbia, serving as the central hub for its administrative and operational activities.^[19] This location houses key functions under the oversight of United Media, the parent entity managing regional media assets.^[20] The channel initially launched as TOP kanal in December 2017, available primarily through cable and IPTV platforms such as SBB, Total TV, and BeoGrid, targeting urban and cable-subscribed audiences across Serbia.^[9] Following its rebranding to Nova S on March 25, 2019, it expanded to free-to-air national coverage via satellite on Eutelsat 16A at 16.0°E, enabling broader accessibility throughout Serbia and the Europe beam footprint without subscription requirements.^[21] This shift enhanced its reach to terrestrial and satellite viewers, complementing ongoing cable distribution. Technically, Nova broadcasts in 1080i HDTV resolution using MPEG-4 compression and DVB-S2 standards on satellite, with a symbol rate of 30,000 and FEC 3/4 for reliable transmission.^[21] It supports HD simulcasts across platforms, ensuring high-definition viewing where available, while maintaining compatibility with standard-definition feeds on legacy systems. Nova's production facilities are integrated within its Belgrade headquarters, featuring dedicated studios equipped for creating original Serbian content such as news, talk shows, and series.^[14] These in-house capabilities are supplemented by partnerships with United Media Studios for advanced post-production and with transmission providers like EON SAT and regional cable operators to ensure nationwide delivery and signal integrity across Serbia.^[14]

Programming

Original Serbian Productions

Nova S produces original content through United Media's in-house teams and collaborations with local production houses, focusing on news, talk shows, and entertainment formats that address contemporary Serbian issues and appeal to diverse audiences.^[2][1] The channel's informative programming includes Impression of the Week, a weekly analysis show, and 24 Minutes with Zoran Kesić, offering in-depth discussions on current affairs. Its flagship news program, Novi dnevnik, provides daily updates on politics, society, and local events, airing at 19:30 and 22:00, with an emphasis on objective journalism.^[2] In entertainment, Nova S features the music competition IDJShow, which highlights emerging talent and engages younger viewers. Original productions prioritize authentic storytelling, developed via pilot testing and audience feedback to ensure cultural relevance.^[2][22]

International Acquisitions

Nova S enriches its schedule with international content, including licensed formats, series, and documentaries, adapted for local audiences through dubbing or subtitling in Serbian. This includes popular reality adaptations like Survivor (premiered March 3, 2025) and Come Dine with Me, as well as series such as Legacy and Black Sun.^[2] For documentaries, the channel draws from the Nova Docu VOD catalogue launched in November 2024, featuring global titles on history, biographies, and social issues, such as 20 Days in Mariupol and XY Chelsea (on Chelsea Manning). These are sourced from international producers and integrated into non-prime time slots to promote education and diversity.^[23] Local dubbing ensures accessibility, with premieres aligned to thematic relevance as of 2025.^[23] This mix of acquired content enhances viewer engagement, complementing domestic productions in Serbia's competitive TV market.^[2]

Broadcasting Schedule

National Content Slots

Nova S dedicates specific time slots within its daily schedule to original Serbian programming, emphasizing local stories, news, and educational content to connect with domestic audiences. These national slots are strategically placed to maximize viewership during high-engagement periods, such as evenings and mornings, while allowing flexibility for seasonal variations. As of November 2025, schedules are subject to change.^[24] Original TV series, often dramas or comedies produced in Serbia, typically occupy prime evening hours from approximately 8:00 PM to 10:00 PM. These slots feature relatable narratives about contemporary Serbian life.^[24] News broadcasts form a cornerstone of the national content, with Dnevnik and related segments airing multiple times daily to deliver timely updates on Serbian politics, society, and events. Key slots include the flagship Dnevnik evening bulletin at 19:30 and Vesti at 22:30, ensuring comprehensive coverage that informs national discourse.^[24] Documentaries and educational programming, such as talk shows providing psychological and social insights tailored to local audiences, are generally scheduled in mornings (e.g., 8:00 AM) or other non-prime times to promote learning and reflection on Serbia's past and present. Shows like Mentalno razgibavanje at 08:00 further this focus.^[24] The channel adjusts these slots seasonally, incorporating holiday specials featuring original national productions during major celebrations like New Year's or Orthodox Easter to enhance cultural resonance and boost viewership during festive times.^[25] Off-peak hours occasionally feature international fillers to bridge gaps between core national blocks.

Acquired Content Slots

Acquired content slots on Nova S serve to diversify the channel's lineup by integrating international series and films, complementing core local programming with regional and global narratives. Following its rebranding in 2019, the channel committed to maintaining a selection of top-class foreign series and movies, positioning them in accessible time bands to attract diverse viewers. As of November 2025, schedules are subject to change.^[13][24] These international acquisitions are typically scheduled in morning and afternoon slots to fill transitional periods between national news and entertainment blocks. For instance, the Croatian series Kumovi airs at 15:00 and 21:45, providing light-hearted content amid daily routines.^[24] Such placements ensure international series rotate daily, offering episodic variety that bridges gaps left by local news like Dnevnik at 19:30 and shows such as Među nama at 17:00.^[24] This scheduling approach maintains overall balance by allocating acquired content to approximately 20-30% of non-prime hours, preventing overlap with peak local productions while enhancing cultural exposure. Viewer engagement is boosted through on-air promotions highlighting the appeal of these foreign titles, often tying them to relatable themes in Serbian contexts. Examples include formats like Keš ili treš at 21:30.^[13][24]