United Media Sarl, the media arm of the Southeast European telecoms conglomerate United Group, has officially acquired a 50% equity stake in Alpha TV.
The European Commission granted unconditional approval to Greece’s leading free-to-air television earlier this week.
Under the new arrangement, United Media joins Motor Oil Hellas, which continues to hold the remaining 50% of Alpha TV. Alpha also co-owns Green Pixel, a prominent in-house content production company behind several hit shows. As part of the transaction, United Media secures its share in both Alpha TV and Green Pixel.
The acquisition marks a historic move: for the first time, a subscription-TV operator steps into free-to-air broadcasting in Greece enabled by a 2023 amendment to regulation that previously separated those sectors. United Media said the investment aligns with its strategy to deepen its European presence and strengthen its portfolio of high-quality media assets.
United Media is expected to increase its influence at Alpha, with senior Nova executives joining the channel's board. Kiki Silvestriadou, CEO of Nova Media, has been appointed deputy CEO and vice‑chair of Alpha TV’s board. In addition, Nova’s group CEO George Lambrou will serve as a non‑executive board member.
Industry analysts note the deal should drive content innovation, digital platform integration, and technological upgrades. They also suggest it could stimulate collaborations within Greece’s media sector, leveraging synergies between Nova, Alpha, and other leading broadcasters.
Portugal-based United Group now holds a formidable stake in Greek media, with Alpha TV joining its existing operations across Croatia, Serbia, Slovenia, Bosnia and Herzegovina, North Macedonia, and Montenegro.
Sources: Ekathimerini, United Group, Broadband TV News
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