What PAYNER LTD does

PAYNER LTD (legal entity Пайнер Медиа ЕООД / Payner Media EOOD, EIK 126531525) is a privately held Bulgarian music and media company founded in 1990 in Dimitrovgrad. It is the largest music company in Bulgaria, operating five integrated business lines: music production and publishing for 200+ artists, three proprietary television channels (Planeta HD, Planeta Folk HD, and the 2020-launched Planeta 4K — the first Ultra HD 4K channel in Bulgaria and the Balkans), concert organization, professional production equipment rental, and global digital music distribution via Payner Digital.

The company's technology stack centers on Ultra HD 4K broadcast infrastructure, a digital distribution platform connecting its catalog to 150+ streaming services across 200+ countries, and a real-time analytics dashboard for artists. It maintains a 4-decares owned production facility in Dimitrovgrad plus a Sofia office for media operations.

PAYNER makes money across five revenue streams: TV advertising (€5–€25 per clip across the three channels), concert production and ticketing (120+ events annually, 650K live attendees), professional equipment rental (ARRI ALEXA 35, Sony BURANO camera packages), managed digital distribution services on streaming platforms (1.2B+ cumulative streams), and artist management/licensing royalties. Pricing is uniformly quote-based for B2B services, and TV advertising is unit-priced per clip. Customer segments split between Bulgarian pop-folk artists, television audiences in 20+ countries, independent artists and labels using Payner Digital, and event organizers procuring turnkey concert production.

Name

PAYNER LTD

Legal name

Пайнер Медиа ЕООД

Website

https://payner.bg

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

51–100 employees

Short description

PAYNER LTD is Bulgaria's largest music company, operating an integrated ecosystem of music production, three proprietary TV channels (Planeta HD/Folk HD/4K), concert organization, equipment rental, and global digital music distribution serving 200+ signed artists and 3.5M monthly TV viewers.

Ownership category

akta.pro rank

Product category

Music Production & Broadcasting

NAICS

Music Publishers (512230), Broadcasting and Content Providers (516), Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Motion Picture and Video Distribution (51212)

SIC

Phonograph Records & Prerecorded Audio Tapes & Disks (3652), Services-Motion Picture & Video Tape Production (7812), Services-Motion Picture & Video Tape Distribution (7822)

akta.pro primary industry

Music Aggregators & DIY Distribution Platforms (MPAIAAAD)

akta.pro secondary industry

Party DJ, Music & Audio Services (HSACACAI)

Keywords

• Music production
• Television broadcasting
• Concert organization
• Digital music distribution
• Equipment rental

Headquarters

HQ city

Dimitrovgrad

HQ country

Bulgaria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Concert Organization: Full-service concert and event production including artist booking, technical equipment (sound, lighting, stage), and logistics for events ranging from club performances to large-scale festivals. Quote-based pricing with 120+ concerts annually.
2. Television Broadcasting & Advertising: Three television channels (Planeta HD, Planeta Folk HD, Planeta 4K) generating revenue through advertising placements. Pricing from €5-25 per clip depending on channel. Reaches 3.5M monthly viewers.
3. Digital Music Distribution: Global music distribution service for artists and labels, managing rights, reporting, and revenue collection from streaming platforms worldwide. 1.2B+ streams across 600+ artists.
4. Equipment Rental: Professional production equipment rental including ARRI ALEXA 35, Sony BURANO, Sony FX6 camera packages, lighting (Astera RGB, Aputure), and grip equipment. Quote-based daily/weekly rental.
5. Artist Management & Production: Music production, artist development, and record publishing for 200+ artists across pop-folk, folk, and other Bulgarian music genres. Publishing house with physical production capabilities.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

PAYNER LTD is a vertically integrated Bulgarian music entertainment company that produces and publishes music for 200+ artists, broadcasts three television channels (Planeta HD, Planeta Folk HD, Planeta 4K) and Radio Payner, organizes 120+ concerts annually across 9 countries, distributes music globally to 150+ streaming platforms via Payner Digital, and rents professional cinema-grade production equipment. The company sells turnkey services to artists, event organizers, advertisers, and labels, with a 30-year catalog exceeding 1,000 releases.

Product overview

Payner is a diversified Bulgarian entertainment company operating as an integrated media ecosystem. The core business combines a music publishing and production company (founded 1990) with television broadcasting (Planeta TV, Planeta Folk HD, Planeta 4K channels), concert organization, professional equipment rental, digital music distribution (Payner Digital), and artist booking services. The company manages a catalog of 200+ artists with operations spanning sound recording, television, concerts, distribution, and technical equipment - all working as an interconnected ecosystem under the Payner brand.

Differentiator

Problem solved

Functional benefit

Brands

• Planeta TV / Planeta HD: Bulgarian music television channel broadcasting 24/7 with Bulgarian and Balkan music. Founded in 2001.
• Planeta Folk HD
• Planeta 4K
• Radio Payner
• Payner Digital
• Planeta

Products and services

• Payner Digital Global digital music distribution service for artists and labels, managing rights, reporting, and revenue collection from 150+ streaming platforms across 200+ countries, including Spotify, Apple Music, YouTube Music, TikTok, Amazon Music, Deezer, Tidal, and VK Music. Serves 600+ artists with 1.2B+ cumulative streams.
• Planeta HD (Planeta Television) National music television channel broadcasting 24 hours a day in Bulgarian, featuring Bulgarian and Balkan music across pop-folk, dance-folk, and Balkan folk genres. Broadcasting since 2001 with 25+ years of continuous operation.
• Planeta Folk HD Television channel entirely based on Bulgarian folklore, featuring traditional and modern folk music, films about Bulgarian landmarks, historical heritage, and significant cultural events. Targets Bulgarian viewers and foreigners interested in Bulgarian culture.
• Planeta 4K Ultra HD 4K format television channel — first in Bulgaria and the Balkans — offering entirely original content in 4K resolution and the highest quality viewing experience in the region.
• Radio Payner Internet-based radio station broadcasting Bulgarian music 24/7, featuring both retro hits from Payner artists and the latest Bulgarian hits, with programming aligned to musical trends and audience mood.
• Concert Organization Full-scale concert and event production from concept through artist negotiation to technical execution, stage, and final performance. Includes outdoor and indoor concerts, national/international tours, club performances, corporate events, festivals, and complete event management. 120+ concerts annually reaching 650K live audience across 40+ cities and 9 countries.
• Equipment Rental Professional cinema and production equipment rental including camera packages (ARRI ALEXA 35, Sony BURANO, Sony FX6), lighting (Astera RGB, Aputure), sound, stage, and complete logistics for any production. Quote-based daily/weekly rental.
• Artist Bookings (Участия) Booking service for artists from Payner's catalog for concerts, corporate parties, or private events. Includes full production — stage, sound, and lighting — with logistics and rider management across Bulgaria and abroad.
• Advertising (Planeta Media) Advertising opportunities across Planeta HD, Planeta Folk HD, and Planeta 4K channels. Includes ad clips, sponsorship, and product placement packages reaching 3.5M monthly viewers across 20+ countries. Priced per clip: Planeta HD 30s €25, 20s €15, 10s €8; Planeta Folk HD 30s €15, 20s €10, 10s €5; Planeta 4K 30s €12, 20s €8.
• Music Production and Publishing (Record Label) Recording studio, production, and publishing services for 200+ artists across pop-folk, folk, and popular Bulgarian music genres. Includes physical production capability with 1,000+ releases in the catalog over 30+ years. Reyalties and licensing of master and publishing rights.

Quantifiable outcome

• 3.5M monthly television viewers
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Scale indicators16 records

Recent moves5 records

Expansion highlights4 records

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/payner

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PAYNER LTD