According to Dir.bg, it now has a presence in the country’s TV market as EFM operates the health-oriented channel Wness TV and plans to launch a cookery channel named Soul&Pepper TV on July 1.
The move will allow it to become a multiplatform operator by launching niche TV projects and producing exclusive content.
Wness TV was launched by EFM in 2015 and the channel is now widely distributed via cable and satellite throughout Bulgaria. It is also present in Ukraine, Croatia and Northern Macedonia.
Meanwhile, Dir.bg was established in April 1998 and currently has nearly 1.5 million unique users a month and over 35 million impressions.
Under the terms of the deal, Ivan Todorov, the founder of Wness TV, will hold a 49% stake in EFM.