Mr. Bartoleit, bTV celebrated 25 years on the Bulgarian media market in June. How would you describe the television station's journey over this period?
bTV's journey is a story of innovation, consistency, and trust. When the TV channel launched in 2000, the media environment in Bulgaria was very different- there was less competition, lower expectations from viewers, and a lack of global entertainment formats. From the very beginning, bTV emerged with the ambition to be not just the first private national television station, but to establish a completely new business model in the Bulgarian media landscape - modern, responsible, and viewer-oriented.
Over the years, we have managed to build a strong news core and excellently developed journalism that not only informs but also engages with people’s real problems. The media invests in a variety of programs - entertainment, culture, sports - and develops a high level of social engagement. Over time, bTV has become not only a preferred brand, but also an integral part of the daily lives of millions of Bulgarians, a source of trust and a symbol of quality.
Since my start in Bulgaria, we`ve made a restart in entertainment over the past two years. We have significantly increased our investments in new shows and entertainment formats. The results have been evident for some time now - the new productions are highly rated because viewers get quality and variety and, most importantly, all the emotions they crave.
Our observations and analyses of neighboring countries and the dynamics of the media market in Europe clearly show that television remains the leading platform in the region - with wide coverage, easy access and local content that resonates with people. I am proud to say that, over the last decade, bTV has been the preferred television channel among 18- to 54-year-olds participating in national representative surveys conducted annually by Market Links and, subsequently, by Noema. This trust is hard-earned, but we believe that with professionalism, consistency, and genuine dedication, we can maintain and develop it every day.
A few days ago, you unveiled a completely new look for your main channel, bTV. What does this change mean to you, and how did you celebrate your anniversary?
Remaining in the market for 25 years and maintaining a leading position is recognition of the trust placed in you by viewers, and proof of the high quality of the service you provide. It is also a clear signal that we have managed to adapt to the dynamic media environment and are developing sustainably. We organized a big event in the center of Sofia dedicated to our most loyal viewers and the heroes of bTV. We also celebrated the anniversary with our employees to recognize their dedication. We launched a new image campaign that recreates segments from iconic television formats and features symbols from the channel's beginnings to the present day (editor's note: a short-haired dachshund, known from the first bTV commercials, and the mascot “Zelenko”).
The revamp of the graphic packaging is part of the media group's long-term development strategy, which aims to strengthen its connection with its audience by offering a contemporary and more modern look. The new brand identity is also a natural continuation of the channel's development and its desire to show the world in a new way.
We are evolving with the times yet staying true to our identity. Our vision reflects the unique spirit of bTV's programs, keeping pace with the latest trends in motion branding. This anniversary is a time for us to reflect on our achievements and look to the future. We are dedicated and professional, and we believe that these qualities will enable us to continue creating quality content that is both informative and entertaining, always working for the benefit of the people.
What place do you think bTV occupies as a media in the public and cultural life of a country like Bulgaria?
bTV has long been more than just a media outlet; it is an important part of public life. We support significant social causes, provide a platform for diverse perspectives, and reflect public opinion. We support education, sustainable development and social justice. A quarter of a century in the media market is a time when, if you haven't proven yourself, you simply cease to exist. I am convinced that the most important criterion for success is the trust of the audience. This cannot be bought or demanded; it must be earned through consistency. Furthermore, by investing in series, programs, documentary projects and socially engaged content, bTV is developing Bulgarian identity and creating value beyond the airwaves.
You are a German citizen and have extensive international experience in the media. What challenges do you face in your current role?
Leading a media like bTV is both a responsibility and an honor. I work with highly talented professionals and believe that success comes from teamwork, innovation, and above all, consistency. We are living in a time of dramatic social and technological change, which inevitably affects media outlets such as bTV and the entire CME group. CME operates 47 tv channels in 6 geographical markets, reaching nearly 50 million people daily. Оur main goal is to be objective and follow the highest journalistic standards in an ever-changing world where propaganda and fake news are everyday occurrences.
News and current affairs formats have always been the backbone of any television station. As a media, we face the constant challenge of striking a balance between timely reporting and verifying the accuracy and facts to justify the trust of our viewers. The work of our journalism teams is closely monitored – not only by viewers, but also through the lens of strict global standards. CME has long had an Editorial Board of internationally recognized experts who provide us with a professional outside perspective on the objective, unbiased, and high-quality content produced by our news and current affairs teams. This ensures that our editorial content is verified and reflects reality.
What can we expect from bTV's fall season?
Over the last few television seasons, we have created some anticipation by offering twice as many titles in bTV's prime time compared to our competitors. The good news is that we will not disappoint viewers this fall and will offer a diverse program with entertainment for all tastes and ages. bTV is a television channel for the whole family, which is increasingly gaining the attention of the younger generation. We have a strong mix of titles suitable for every audience, different time slots, and genre preferences. We have successfully established knowledge shows and quiz games in prime time, which are suitable for the whole family, alongside entertainment formats in the later slot from 10 p.m. We offer original digital content that is sought after by younger consumers. We strive to have one key word for each season: diversity.
The Bulgarian premieres of “The Bachelor: Love in Paradise” and the global television sensation “Traitors: A Game of Betrayal” are the latest formats that viewers will see this fall. A new season of the glamorous show “Bulgaria's Got Talent” and more episodes of the family quiz show “Who Knows?” are coming soon. We will announce the other new formats in our program schedule shortly.
You shared your ambition to develop your digital platforms. How does VOYO position itself in the competitive streaming environment?
Over the past three years, bTV Media Group has significantly expanded its portfolio with new thematic websites for sports, business, and healthy lifestyles. The bTV Plus catch-up platform has been enriched with formats created specifically for digital audiences. In 2024, VOYO underwent a complete technological overhaul. The platform offers over 7,000 hours of high-quality video content in various genres, ranging from Bulgarian and foreign series and films to live sports events, children's programs, and original productions from bTV, and is available in the packages of major mobile operators. Interest in it continues to grow - over the past year, we have also launched partnerships with telecoms that have included VOYO in their portfolio, further expanding the service's reach and enabling new groups of users to enjoy the content offered by the platform.
As part of the CME Group, VOYO is present in five international markets with over 1 million paid subscribers. This proves that local content and a well-thought-out strategy deliver real results. VOYO's success stories at the group level motivate us to find the right formula to develop a strong product in Bulgaria as well. The latest bold move was the merger of VOYO and O2 TV in the Czech Republic into the new Oneplay platform, which has become the leader in the Czech market. That is why our ambition is to develop and establish VOYO in Bulgaria—with original productions, exclusive content, and even closer to our audience.
The full interview can be found in the 3 July edition of the 24 Chasa newspaper, or online here: https://www.24chasa.bg/mneniya/article/20833976.
