The Voice
A Bulgarian music television and music-media channel focused on contemporary pop, dance, R&B, hip-hop and trap.
Last updated August 21, 2026
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Overview
The Voice is a Bulgarian music television channel and music-media brand serving an audience primarily interested in contemporary popular music. The channel was established in 2006 and developed from Veselina TV, a station associated with Radio Veselina. Its launch and subsequent rebranding placed it within a broader Nordic-derived “The Voice” music-channel concept, while its Bulgarian programming was adapted to local viewing preferences and the country’s music market. At launch, The Voice had a strong hip-hop and R&B orientation. Over time, its playlist broadened toward mainstream pop, dance, R&B and trap. The channel presents itself not only as a distributor of international and Bulgarian hits, but also as a tastemaker that follows global music movements and helps introduce or reinforce trends in Bulgaria. Its principal audience has been described as younger viewers, particularly in Bulgaria’s larger cities. The brand’s offering combines continuous music-video rotation with chart programs, themed blocks, seasonal programming, artist features and entertainment content. Examples include We Love Music, Snooza, Deja Voice, Voice Choice, The Voice Top 100, BG Voice Top 10, TV Airplay Chart Top 30, Dance Chart, The Voice Party and The Voice Backstage. Some programs have been long-running, while others have been retired, renamed or replaced as the channel’s schedule evolved. The Voice Backstage adds an interview and artist-access dimension, featuring conversations with Bulgarian and international performers. The station has also operated through a network of terrestrial radio frequencies in several Bulgarian locations, including Sofia, Plovdiv, Kardzhali, Karnobat, Smolyan and Pomorie, according to the reference material. This radio presence complemented the television identity and positioned The Voice as a broader music-media property rather than only a television feed. Ownership changed during the channel’s first decade. SBS Broadcasting Group acquired Radio Veselina in 2006, after which Veselina TV was rebranded as The Voice TV in October of that year. In November 2011, ProSiebenSat.1 Group sold its Bulgarian radio stations and The Voice TV to A.E. Best Success Services Bulgaria EOOD. The channel’s public identity has continued to center on music discovery, chart-based programming, artist interviews and campaigns designed around the tastes of young Bulgarian audiences. Detailed current ownership structure, corporate filings, financial performance and executive leadership are not established by the supplied sources.
History
The Voice’s Bulgarian history begins with Veselina TV, a music television station connected with Radio Veselina. In 2006, SBS Broadcasting Group acquired Radio Veselina. Later that year, in October, Veselina TV was renamed The Voice TV. The new name aligned the Bulgarian service with music-channel branding used in the Nordic countries, while the channel retained a locally oriented editorial and programming identity. The channel initially emphasized hip-hop and R&B. Its format was built around a substantial flow of contemporary music videos, supported by presenters, charts, themed blocks, seasonal specials and entertainment segments. During its development, the playlist widened to include pop, dance, R&B and trap. This evolution reflected changes in international music consumption and helped the channel present itself as both a follower of global trends and an influence on Bulgarian listening and viewing habits. The Voice became particularly associated with younger viewers in Bulgaria’s larger urban areas. Its programming included long-running formats such as We Love Music, Snooza, Deja Voice, Voice Choice, The Voice Top 100 and The Voice Party. Chart-oriented programming included TV Airplay Chart Top 30, Dance Chart and later BG Voice Top 10. Interview and access programming, especially The Voice Backstage, connected the channel with Bulgarian and international artists. The brand also had a radio footprint through frequencies listed in Sofia, Plovdiv, Kardzhali, Karnobat, Smolyan and Pomorie. This combination of television and radio activity made The Voice a wider music-media operation, with broadcast distribution supporting a common music brand. A later ownership transition occurred in 2011. On November 10, ProSiebenSat.1 Group sold its Bulgarian radio stations and The Voice TV to A.E. Best Success Services Bulgaria EOOD. The supplied material does not identify a subsequent owner, a current executive team, financial results or a detailed corporate structure. The documented brand proposition remains centered on music-video television, chart programming, artist interviews and campaigns aimed at contemporary Bulgarian music audiences.
- 2022
The Voice Backstage documented as current programming
[1]The Voice Backstage was listed among the channel’s current programs, reinforcing its artist-interview and access format.
- 2019
BG Voice Top 10 documented in the schedule
[1]BG Voice Top 10 became part of the channel’s listed current programming.
- 2011
Ownership transferred to A.E. Best Success Services Bulgaria
[1]ProSiebenSat.1 Group sold The Voice TV together with its Bulgarian radio stations on November 10.
- 2006
Channel established
[1]The Bulgarian music channel was established, initially developing from the Veselina TV operation.
- 2006
Veselina TV became The Voice TV
[1]After SBS Broadcasting Group acquired Radio Veselina, Veselina TV was rebranded as The Voice TV in October.
Products and positioning
A youth-oriented Bulgarian music-media brand built around current hits, music discovery, charts, artist access and contemporary pop-culture programming.
Music television · 2006
The Voice music television channel
The core offering is a Bulgarian music television service built around contemporary music videos. Its musical identity began with hip-hop and R&B and later expanded toward pop, dance, R&B and trap. The channel combines scheduled video rotation with charts, themed shows, seasonal blocks and entertainment segments aimed especially at younger urban viewers.
Chart programming · 2006
Music charts
Chart formats are a central part of The Voice’s programming identity. Listed examples include The Voice Top 100, BG Voice Top 10, TV Airplay Chart Top 30 and Dance Chart. These programs organize current tracks into rankings and provide a recurring framework for music discovery and audience engagement.
Artist interviews · 2022
The Voice Backstage
The Voice Backstage is an interview-oriented program featuring access to Bulgarian and international artists. It extends the channel beyond music-video rotation by adding conversations, artist profiles and behind-the-scenes entertainment content.
Radio broadcasting
The Voice radio network
The wider brand has been associated with radio frequencies in multiple Bulgarian locations, including Sofia, Plovdiv, Kardzhali, Karnobat, Smolyan and Pomorie. The radio operation supports the same contemporary music positioning as the television channel.
Brand decisions
2011
Sell The Voice TV to A.E. Best Success Services BulgariaM&ABackground
ProSiebenSat.1 Group sold its Bulgarian radio stations and the music channel as part of a change in ownership.
Action taken
The Voice TV was transferred to A.E. Best Success Services Bulgaria EOOD on November 10, 2011.
Aftermath
The channel continued operating under The Voice identity, with its music, chart and artist-focused formats remaining central to the brand.
2006
Adopt the The Voice music-channel identityStrategyBackground
Veselina TV was repositioned after SBS Broadcasting Group acquired Radio Veselina, with the new identity associated with music channels in the Nordic countries.
Action taken
The station was renamed The Voice TV in October 2006 and developed a contemporary music format for Bulgarian viewers.
Aftermath
The rebrand established the identity under which the Bulgarian channel became known and supported its positioning as a youth-oriented music medium.
Recent events
Lay’s launches Frank’s RedHot-flavored chip[3]
Reported:
Lay’s launched a limited-time chip flavored with Frank’s RedHot to coincide with the season premiere of The Voice; two limited-edition flavors also returned as part of the launch.
Sources3 sources
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