United Group announced the completion of the acquisition of Bulgaria’s largest multi-platform media company Nova Broadcasting Group from Advance Media Group.

Nova comprises 10 TV channels, including national Nova, and the country’s largest online platform NetInfo, which reach on average 80% of the Bulgarian population every month. It also operates four radio stations.

United Group CEO Victoriya Boklag said: “We’re excited to welcome Nova and its employees to the United Group family. Bulgaria is an attractive market for us and as part of the group Nova Broadcasting Group will continue to build on its significant strengths.”

Boklag added: “The strong fit between Nova and our other media operations gives us the opportunity to capture synergies and create scale that will enable us to further invest in local content that will delight our customers”

As part of United Group, the activities of Nova Broadcasting Group will be supervised by former RTL executive Dirk Gerkens, a television media professional with more than 25 years of experience in the industry.

The acquisition of Nova Broadcasting Group is in line with United Group’s strategy to own both telecommunications and media assets in markets it serves. The company’s platform combines the leading operators and best content producers in Southeast Europe.

United Group’s media arm, United Media, produces more than 20,000 hours of original content each year and broadcasts more than 30 channels, which are available for terrestrial, cable, DTH, OTT and IPTV platforms.