Bulgaria ON AIR
Bulgaria ON AIR is a Bulgarian national television, radio, magazine and digital-media brand with a business and current-affairs orientation.
Last updated August 31, 2026
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Overview
Bulgaria ON AIR is a Bulgarian multimedia brand launched nationally on 9 September 2011. Its principal identity is the Bulgaria ON AIR television channel, which developed from the Varna regional broadcaster Mustang TV, later known as MSAT. The brand was created as part of Bulgaria ON AIR Media Group, a media operation that combined television, radio, print and online publishing activities connected with the Bulgaria Air business environment. The television service has roots going back to 1994, when Mustang TV began as a regional channel in Varna. In 1999, after beginning satellite distribution, it adopted the MSAT name and expanded its reach. The television operation moved its broadcasting base to Sofia in 2009, using the headquarters of Bulgaria Air as the starting point for the construction of a national terrestrial network. By March 2010, it was broadcasting in 15 Bulgarian cities. In Varna, the former local service was replaced by Cherno More TV, a regional channel that had previously operated under the names Varna TV and RD TV. On 9 September 2011, MSAT was relaunched under the Bulgaria ON AIR name and positioned as a business-oriented television network. The channel subsequently became the flagship general television service of the media group. A major portfolio change followed on 21 September 2015, when Bloomberg TV Bulgaria launched as a separate business and economics channel through a partnership with Bloomberg. From that point, Bulgaria ON AIR was relaunched as the group's flagship television channel, while Bloomberg TV Bulgaria handled the more specialized business and financial programming. The radio side of the brand also originated before the 2011 launch. Alpha Radio was established in Varna in 1996 by Mustang Holding with a news profile and later extended its terrestrial coverage to Dobrich and Shumen. In 2007 it began broadcasting in Sofia and shifted toward an electronic dance-music format, helping it develop a national presence. In 2009, the station was integrated into the media holding associated with MSAT and Bulgaria Air. In 2011, its business-radio service was rebranded Bulgaria ON AIR Radio and aligned with the television channel. Alpha Radio continued as an online electronic and dance-music service, while Bulgaria ON AIR Radio later occupied additional terrestrial frequencies. The brand's publishing activities include Bulgaria ON AIR Magazine, an inflight magazine associated with Bulgaria Air. The magazine began in 2003, and an expanded business-magazine edition was introduced in April 2011 alongside the formation of the media group. It was distributed not only on flights but also through hotels and shopping centers, extending the brand into business, travel and lifestyle publishing. Bulgaria ON AIR also expanded into digital media. In 2013, the media group acquired Investor Media Group, an online publishing operation with a portfolio that included Investor.bg, Dnes.bg, Gol.bg, Tialoto.bg, Az-jenata.bg, Puls.bg, Teenproblem.net, Imoti.net, Az-deteto.bg, Automedia.bg, Start.bg and Blog.bg. This broadened the brand's media footprint beyond broadcast distribution into economic news, general news, sports, health, lifestyle, property, automotive, youth and other digital-content categories. Overall, Bulgaria ON AIR is best understood as a Bulgarian cross-platform media brand rather than a conventional consumer-products brand. Its core positioning combines national television reach with business, news and public-affairs content, supported by radio, magazine and internet properties. The available reference material documents its development and portfolio structure, but does not identify a founder, current executives, legal owner, public listing or official corporate website.
History
Bulgaria ON AIR emerged from a sequence of regional broadcasting, satellite distribution and national-network developments in Bulgaria. The television operation began in Varna in 1994 as Mustang TV. In 1999, following the start of satellite broadcasting, it was renamed MSAT. This transition marked the channel's move beyond a strictly local audience and provided the basis for later national expansion. In 2009, the television operation moved its broadcasting activity to Sofia, at the headquarters of Bulgaria Air. The move supported the construction of a national terrestrial network and connected the broadcaster more closely with the wider Bulgaria Air-related media environment. By March 2010, the service was available in 15 Bulgarian cities. The Varna market was served by Cherno More TV, which had previously used the names Varna TV and RD TV. On 9 September 2011, MSAT was renamed Bulgaria ON AIR. The launch created a broader media identity rather than merely a new television title. The group brought together the flagship Bulgaria ON AIR television channel, a business-oriented Bloomberg-related television project, the regional Cherno More TV channel, two radio services and a magazine. Bulgaria ON AIR Radio developed from Alpha Radio, which had been launched in Varna in 1996 by Mustang Holding. Alpha Radio initially had a news format and broadcast in Varna, Dobrich and Shumen. After entering Sofia in 2007, it adopted an electronic dance-music direction and expanded toward national coverage. In 2009 it was integrated into the media holding associated with MSAT and Bulgaria Air; in 2011 its business service became Bulgaria ON AIR Radio, while Alpha Radio continued online. The print component has roots in Bulgaria ON AIR Magazine, first issued in 2003 as an inflight publication for Bulgaria Air. An expanded business edition appeared in April 2011, alongside the establishment of the media group. The publication extended the brand's presence into travel, business and lifestyle content and was distributed through flights as well as hotels and shopping centers. The group's digital expansion became particularly significant in 2013, when it acquired Investor Media Group. The acquisition brought a collection of established Bulgarian online properties, including Investor.bg for economic coverage, Dnes.bg for general news, Gol.bg for sports, Tialoto.bg and Az-jenata.bg for lifestyle and women's content, Puls.bg for health, Teenproblem.net for youth-oriented content, Imoti.net for property, Az-deteto.bg for children, Automedia.bg for automotive coverage, Start.bg as an online catalog and Blog.bg as a blogging service. A further strategic change occurred on 21 September 2015. Bloomberg TV Bulgaria launched through a partnership with Bloomberg Group as a dedicated business and economics network. Bulgaria ON AIR was then relaunched as the flagship television channel, allowing the brand to maintain a broad national television role while the Bloomberg service addressed more specialized financial and business audiences. The available material presents Bulgaria ON AIR as an active Bulgarian cross-platform media brand, although it does not provide reliable details about its current legal ownership, management team or corporate website.
- 2015
Bloomberg TV Bulgaria launches
[1]A dedicated business and economics channel launches in partnership with Bloomberg, and Bulgaria ON AIR becomes the flagship television service.
- 2013
Investor Media Group is acquired
[1]The media portfolio expands into a broad network of Bulgarian digital-content properties.
- 2011
Bulgaria ON AIR brand launches
[1]MSAT and the related business-radio service are rebranded under the Bulgaria ON AIR identity.
- 2010
National terrestrial coverage reaches 15 cities
[1]The television service is broadcasting in 15 Bulgarian cities by March.
- 2009
Television broadcasting moves to Sofia
[1]The television operation moves to Sofia and begins building a national terrestrial network.
- 2007
Alpha Radio expands to Sofia
[1]Alpha Radio begins terrestrial broadcasting in Sofia and develops an electronic dance-music identity.
- 2003
Bulgaria ON AIR Magazine begins
[1]The inflight magazine associated with Bulgaria Air publishes its first edition.
- 1999
Mustang TV becomes MSAT
[1]After beginning satellite broadcasting, the regional television service adopts the MSAT name.
- 1996
Alpha Radio launches
[1]Mustang Holding launches Alpha Radio in Varna with a news-oriented format.
- 1994
Mustang TV begins broadcasting in Varna
[1]The television service that eventually became Bulgaria ON AIR starts as a regional broadcaster in Varna.
Products and positioning
A Bulgarian national multimedia brand centered on television news, business, current affairs and public-interest programming, with supporting radio, print and digital-media operations.
National television channel · 2011
Bulgaria ON AIR
The flagship Bulgarian television service of the brand. It evolved from Mustang TV and MSAT, expanded from a Varna regional base toward national terrestrial distribution, and was relaunched in 2015 after the creation of Bloomberg TV Bulgaria as the group's broader flagship channel.
Radio broadcasting · 2011
Bulgaria ON AIR Radio
The business and news-oriented radio service associated with the Bulgaria ON AIR television brand. It originated in the earlier Alpha Radio operation and later used additional terrestrial frequencies while remaining integrated with the group's wider media identity.
Online electronic music radio · 1996
Alpha Radio
A radio service originating in 1996 as a Varna news station. After its 2007 expansion to Sofia, it adopted an electronic dance-music format and was retained as an online-based service after the business-radio operation was rebranded Bulgaria ON AIR Radio.
Regional television channel
Cherno More TV
A Varna-based regional television service that replaced the former local MSAT operation in the city. It had previously operated under the names Varna TV and RD TV and formed part of the broader media-group portfolio.
Inflight and business magazine · 2003
Bulgaria ON AIR Magazine
A travel, business and lifestyle publication associated with Bulgaria Air. First issued in 2003 as an inflight magazine, it received an expanded business-magazine edition in 2011 and was also distributed through hotels and shopping centers.
Digital media network · 2013
Investor Media Group digital portfolio
A group of Bulgarian digital properties acquired in 2013, covering economic news, general news, sport, lifestyle, health, property, automotive, children, youth content, online catalogs and blogging. Named properties include Investor.bg, Dnes.bg, Gol.bg, Tialoto.bg, Az-jenata.bg, Puls.bg, Teenproblem.net, Imoti.net, Az-deteto.bg, Automedia.bg, Start.bg and Blog.bg.
Brand decisions
2015
Separate specialized business television from the flagship channelProduct launchBackground
The group developed a dedicated business and economics service in partnership with Bloomberg.
Action taken
Bloomberg TV Bulgaria launched, while Bulgaria ON AIR was relaunched as the group's flagship television channel.
Aftermath
The portfolio gained a differentiated specialist business channel while preserving Bulgaria ON AIR as the broader flagship service.
2013
Expand into digital media through Investor Media GroupM&ABackground
The media group sought a broader presence beyond television and radio.
Action taken
Investor Media Group was acquired, bringing multiple Bulgarian online media and specialist portals into the portfolio.
Aftermath
Bulgaria ON AIR's media footprint expanded into business, news, sports, health, lifestyle, property, automotive and other digital categories.
2011
Unify broadcast services under the Bulgaria ON AIR brandStrategyBackground
The former MSAT television operation and the related radio service had developed from separate regional and national broadcasting activities.
Action taken
The television channel and business-radio service were rebranded Bulgaria ON AIR and presented as parts of a wider media group.
Aftermath
The new identity became the foundation for the group's television, radio, magazine and digital expansion.
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