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Pickbox has broadened its television offering with the debut of Pickbox 2, a new pay-TV channel that launches on the 1st of December. The addition complements the company’s existing flagship channel, which will now be rebranded as Pickbox 1.
Carrying the tagline “Less crime, more feeling,” Pickbox 2 is designed as a lighter, feel-good counterpart to Pickbox 1. Its programming focuses on emotional storytelling, escapism, and easy viewing — deliberately moving away from darker crime and thriller genres that dominate many TV schedules.
The new channel’s line-up features a mix of international content, including popular US and UK reality shows, Latin American telenovelas, lifestyle and home design formats, and cooking series. Pickbox 2 aims to provide a relaxing and uplifting experience, avoiding heavy or conflict-driven topics such as crime, politics, or hard news.
Sanja Božić-Ljubičić, CEO and founder of Pickbox, described the launch as a key milestone for the brand’s continued growth:“Pickbox 2 marks an important step in expanding our entertainment portfolio. It allows us to deliver an even broader range of content to viewers across the region, while offering operators a well-defined, commercial pay-TV channel with a clear identity.”
Headquartered in Zagreb, Pickbox operates across Central and South-Eastern Europe, with availability in Croatia, Serbia, Slovenia, Bosnia and Herzegovina, Montenegro, North Macedonia, and Bulgaria.
With Pickbox 1 and Pickbox 2 now forming a dual-channel lineup, the company strengthens its position as a regional entertainment provider catering to diverse audience moods — from thrilling dramas to uplifting, feel-good programming.
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