bTV is launching the "Elections 2026: Bulgaria Decides" campaign with a special studio, debates, and an interactive event in downtown Sofia. On this occasion, the CEO of bTV Media Group gave a special interview to the newspaper "24 Hours." In it, he spoke about the start of the media outlet’s coverage of the election campaign, as well as key issues in the media industry. A central message was that young people have not stopped being interested in news - they simply seek it out on different platforms. According to him, television remains strong when it comes to news, major events, and entertainment formats, but today it also exists in the digital environment.

Here are some of the questions and answers from the CEO of bTV Media Group in an interview with Paola Hussein.

When news is the most important segment on a multi-theme television network and plays a role in shaping public opinion, there’s no way the coverage of the country’s election campaign won’t be prepared with great care. In this regard, BTV is organizing a special studio and event on March 23-what will it entail, Mr. Bartolight? Do you plan any new or special segments beyond the usual current affairs programs in the lineup?

We will kick off the election period with a large-scale television event that is unique in its kind. In a live broadcast, we will discuss the history, present, and future of Bulgaria through a completely new approach and a colorful 3D show in the center of Sofia. In the commentary studio, hosts Svetoslav Ivanov and Zlatimir Yochev, along with our special guests, will discuss people’s expectations for the upcoming elections, as well as the real problems and challenges facing us as citizens. At the same time, from our outdoor studio in the center of Sofia, viewers will also be able to see a unique interactive 3D show projected onto the facade of the National Gallery | The Palace, which traces key moments in Bulgarian history when the country faced decisive elections. There will also be an interactive element-anyone who wishes to can participate in the show by sharing what kind of Bulgaria they want to live in and seeing their message displayed on the facade of the Palace. bTV’s campaign will continue across all current affairs programs and digital platforms with thematic debates, a leaders’ debate, and a final debate, as well as interviews with party leaders and candidates. The goal is to inform viewers honestly, thoroughly, and objectively so that we can help them make their choice on April 19.

How will you ensure balance and objectivity in your coverage, given that it is hardly possible for representatives of all parties and coalitions registered for the election to appear in the studio? What will be your selection criteria?

Our editorial policy does not allow “fast tracks” for anyone. The selection criteria and rules are transparent and clear to everyone in advance-both to the participants and to the viewers. We have invited the political parties represented in parliament, as well as those that, according to the published polls by the polling agencies bTV works with, receive electoral support close to or exceeding the 4% electoral threshold for entering the National Assembly. Equality is guaranteed, and viewers can follow the debates live.

The big advantage of quality, major media outlets is that they guarantee the reliability of the information they provide to their audience. In this regard, how does television reach the younger generation, which watches it less and less but gets its information from social media and digital sources?

The good news is that young people haven’t stopped being interested in the news-they’re just looking for it elsewhere. Streaming platforms and algorithms offer a new model through which the audience finds information. If we want to help ensure this information is reliable, the major media outlets-as you’ve described us-must keep pace with new technologies and changing habits. We are working very hard to ensure that our verified content is actively present online-on mobile platforms, social media, and in the digital environment. We are creating more and more short-form videos that are convenient for quick consumption, without compromising journalistic integrity. At the same time, we are developing educational initiatives on media literacy and organizing visits for school and university students to the television station to show them how news is created, how easy it is to fall into the trap of fake news, and what lies behind the process of independent journalism. I would like to thank my colleagues in the newsroom who dedicate their time to this with great enthusiasm.

The streaming market is changing rapidly, and major platforms are seeking to consolidate services. Is this possible in the Bulgarian market, and how?

With VOYO, we already have a well-established brand in the streaming services sector. As you’ve seen since the start of the season, we’ve introduced a completely new approach for viewers and the Bulgarian media market. We offer our local productions with up to 7 days of early access before they air. This is a completely new way for the audience to enjoy our content. And the initial reactions are very promising. We are the only local streaming platform that offers all content in Bulgarian, without commercial breaks, and with hundreds of shows available for early viewing. This is a very clear positioning and a new, unique offering in this market.

Just a few weeks ago, BTV’s spring season kicked off, during which you’re already airing the new show “My Kitchen Rules.” How do you explain the interest in cooking shows-why are there so many?

You know that "My Kitchen Rules" is just one of our most popular local prime-time productions, alongside the ever-popular "The Bachelor" and the wonderful show "Home Makeover." Cooking shows are popular all over the world because they combine competition, emotion, and personal stories, and food is a topic that brings together different generations of viewers. “My Kitchen Rules” offers the tried-and-true formula of competition, personal stories, and distinctive contestants in a modern take. bTV has extensive experience in bringing successful global formats to the Bulgarian market, and I believe that “My Kitchen Rules” continues this tradition.

Following the unique boom in Bulgarian series years ago, BTV is now once again producing and has already begun airing the new “Faith, Hope, Love.” How did you decide to make it, and what are your expectations for it?

Here, too, I must say that I am personally very pleased because I supported our programming team’s idea to launch a new Bulgarian series after a hiatus. And I’ll tell you, I was blown away by the quality. The storytelling, the cast, the set design, and last but not least, the amazing cinematography! I can only recommend that everyone watch the series “FAITH, HOPE, LOVE,” which is an important part of bTV’s programming. We all know that “drama” is the preferred genre for streaming services. That’s why we’re now offering our viewers the perfect title for binge watching on VOYO.

Large-scale productions like this aren’t made overnight; they require months of planning. In that regard, what are you preparing for the fall TV season?

Since I’ve been at bTV, we’ve strived to find the right balance between established shows and innovative formats. This fall, viewers can look forward to a new and exceptionally strong season of “The Voice of Bulgaria.” I love this show because of the endless positive emotions it evokes. For me, it’s the best music TV brand out there. Auditions are wrapping up, and I can reveal that the competition will be fierce. Following the sensation of its first season, “The Bachelor: Love in Paradise” is already planning to film at the next location. We also expect a lot of interest in the return of “The Farm”-in the new season, the popular format will have a very different look. I won’t reveal everything, but I’ll just challenge viewers to try to imagine what happens when relatives gather under one roof to compete. We’re also working on other formats that we’ll announce soon.

You can find the full interview in the print edition of the 24 Hours newspaper from March 21, 2026, as well as online here.