The company is based in the "Telepark" business complex in Belgrade, which includes data center covering 750 square meters of floor space and divided into 20 server halls and technical support areas.

[4] The Serbia Broadband company – SBB – was formed in 2002 through the merger of KDS d.o.o Kragujevac, Telefonija Belgrade cable system, Media Plus Novi Sad, YU VOD Nis and a number of small operators.

In 2007, Serbia Broadband was acquired by Mid Europa Partners,[5] which simultaneously purchased Telemach Slovenia followed by acquiring Telemach Bosnia and Herzegovina shortly afterwards, cable television and broadband internet providers in Slovenia and Bosnia and Herzegovina, respectively.

In October 2013, an American private equity firm Kohlberg Kravis Roberts (KKR) purchased the majority stake in United Group from Mid Europa Partners for an enterprise valuation of 1.3 billion USD, thus gaining control of Serbia Broadband.

[11] In September 2018, a British private equity firm BC Partners began the process of acquisition of the majority stakes of United Group from KKR for an enterprise valuation of 2.6 billion euros.

It doubled its market share through fast growth in 2003 and today provides television services in more than 30 cities and towns across Serbia.

[13] Development continued with the introduction of D3 services in 2007 bringing digital TV to users along with a richer offer of channels in HD with an electronic program guide.

The digitalization of Serbia was launched as part of a five year plan with an investment worth 300 million Euro.