RTV21
RTV21 is a Kosovo-based Albanian-language broadcaster and media company operating radio, television, cable channels, and related media facilities.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
RTV21, also known as Radiotelevizioni 21, is a Kosovo-based broadcaster and media company headquartered in Pristina. Its origins lie in Radio 21, which began broadcasting on May 11, 1998, during the period of conflict in Kosovo. The original service was founded by Afërdita Saraçini and Florin Kelmendi and initially transmitted a short daily news program focused on events in Kosovo. Its early operation was closely connected with the wartime information environment: during the NATO bombing campaign from March to June 1999, the radio temporarily reported from Skopje. The station later returned to Kosovo and expanded with support from donations originating abroad. The television service, RTV21, was established in 2000 and received a national broadcasting licence in the same year. It initially transmitted approximately two hours of programming per day, but expanded to 18 hours daily in 2001. From 2002, the principal television service operated around the clock, with a substantial proportion of programming produced in-house. Its schedule has combined news and current-affairs output with cultural, entertainment, magazine, and imported drama programming. Among its recognizable formats are the magazine programme Relax, the cultural and entertainment programme Diçka po zihet, and the reality-oriented programme Shpija e Kosovës, an early Kosovan adaptation of the Big Brother-style format. RTV21 has also used imported serialized drama as a means of competing for viewers in Kosovo. During the 2000s, Latin American telenovelas were part of the regular schedule. Around 2009, the channel began shifting toward Turkish drama, reflecting the increasing popularity of Turkish television series in the region. The broadcast of Acı Hayat, known in English as Bitter Life, became a notable programming success and intensified competition with Kohavision and other Kosovo broadcasters, which subsequently adopted similar scheduling strategies. The RTV21 operation expanded beyond its original radio and general-interest television services. From September 2007, it introduced a group of specialist cable channels, including the music channel 21 Plus, the Albanian folk-music service 21 Popullore, the children's channel 21 Junior, the cultural channel 21 Mix, and the business-focused channel 21 Business. The broader media operation also extended into North Macedonia through the establishment of TV 21 in 2015. Company 21 owns Sheshi 21, a 2,200-square-metre venue in Pristina that is rented for events and provides an additional business activity beyond broadcasting. RTV21 has been associated with several technical milestones in Kosovo broadcasting. In January 2012 it became the first station in Kosovo to broadcast through digital terrestrial transmission. In 2013 it pursued anamorphic widescreen presentation and later introduced high-definition broadcasting, being described in the reference material as the first station in Kosovo and the wider Balkans to do so. The channel also distributes programming terrestrially and by satellite to viewers in Europe and America, while Radio 21 operates continuously on FM. By the end of 2012, RTV21 had been selected as TV channel of the year at the first edition of IMK. Today, the brand represents a multi-platform Albanian-language media operation whose identity combines local news, entertainment, culture, music, children's programming, business coverage, and international distribution.
History
RTV21 developed from Radio 21, a news-oriented radio service founded in Kosovo on May 11, 1998 by Afërdita Saraçini and Florin Kelmendi. The station began with a 30-minute news transmission covering the conflict and political events affecting Kosovo. During the NATO bombing campaign in 1999, the service temporarily operated from Skopje, allowing it to continue reporting while normal broadcasting conditions in Kosovo were disrupted. After the war, Radio 21 resumed its development in Kosovo and received financial assistance from donors abroad. The television arm was launched in 2000 under the RTV21 name and obtained a national licence that year. Its initial schedule consisted of roughly two hours of programming per day. Expansion was rapid: in 2001, daily output rose to approximately 18 hours, and by 2002 the station was broadcasting continuously. A significant share of the schedule was produced internally, while the remainder included acquired entertainment and drama content. Radio 21 also developed into a 24-hour FM service. RTV21 became one of Kosovo's prominent television broadcasters, competing particularly with Kohavision. Its programming included news bulletins, cultural features, entertainment, magazine shows, and serialized drama. Imported Latin American telenovelas were initially important to the schedule. From about 2009, the broadcaster increasingly used Turkish drama series, following a broader regional shift in audience preferences. The success of Acı Hayat, or Bitter Life, helped demonstrate the appeal of Turkish drama in the Kosovan market and encouraged competing networks to adopt comparable programming. The company broadened its channel portfolio from September 2007 through several cable services. These included 21 Plus for music, 21 Popullore for Albanian folk music, 21 Junior for children's programming, 21 Mix for cultural content, and 21 Business for economic and business coverage. This expansion allowed the RTV21 brand to address more specific audiences rather than relying solely on its general-interest channel. The company also owns Sheshi 21, a 2,200-square-metre event venue in Pristina that is made available to event organizers. Technology and distribution became further areas of expansion. RTV21 began digital terrestrial broadcasting in January 2012 and pursued widescreen presentation in 2013. It later introduced high-definition output and was described in the source material as the first broadcaster in Kosovo, and the first in the Balkans, to adopt the relevant high-definition milestone. Its television services are distributed terrestrially and by satellite, including to audiences in Europe and America, while Radio 21 continues to broadcast through FM. In 2015, the wider operation established TV 21 in North Macedonia. RTV21 remains a multi-service Albanian-language media organization with television, radio, specialist channels, online activity, and event-related operations.
- 2015
TV 21 launches in North Macedonia
[1]The company expands its television presence into North Macedonia.
- 2013
Widescreen and high-definition transition
[1]The broadcaster adopts anamorphic widescreen presentation and later high-definition broadcasting.
- 2012
Digital terrestrial broadcasting begins
[1]RTV21 becomes the first Kosovo station identified in the source material as broadcasting digitally over terrestrial transmission.
- 2012
TV channel of the year recognition
[1]RTV21 is selected as TV channel of the year at the first edition of IMK.
- 2007
Specialist cable portfolio launches
[1]RTV21 introduces 21 Plus, 21 Popullore, 21 Junior, 21 Mix, and 21 Business.
- 2002
Continuous broadcasting begins
[1]RTV21 moves to a round-the-clock television schedule with a large proportion of internally produced programming.
- 2001
Television schedule expands
[1]Daily television output increases to approximately 18 hours.
- 2000
RTV21 television service launches
[1]The television operation is established and receives a national licence.
- 1999
Temporary wartime broadcasting from Skopje
[1]Radio 21 reports from Skopje during the NATO bombing period before resuming its Kosovo-based development.
- 1998
Radio 21 is founded
[1]Afërdita Saraçini and Florin Kelmendi establish Radio 21 as a short-format news broadcaster in Kosovo.
Products and positioning
A Kosovo-based Albanian-language broadcaster combining locally produced news, culture, entertainment, music, children's and business programming with imported drama and multi-platform distribution.
General-interest television channel · 2000
RTV21
The flagship general-interest television service of the RTV21 operation. Its schedule combines news, current affairs, cultural programming, entertainment, magazine formats, locally produced shows, and acquired drama. The channel has been distributed through terrestrial and satellite systems and has developed from a short daily schedule into a continuous service.
Radio broadcasting · 1998
Radio 21
The original RTV21 service, founded as a Kosovo news broadcaster in 1998. It began with a short daily news transmission and later developed into a continuous FM radio operation. Its early identity was shaped by reporting on Kosovo's conflict and post-war political and social environment.
Music television · 2007
21 Plus
A specialist music channel introduced as part of RTV21's cable-channel expansion. It extends the brand's television offering beyond the general-interest schedule and is oriented toward music programming.
Folk-music television · 2007
21 Popullore
A specialist channel focused on Albanian folk music. It was introduced alongside RTV21's other thematic services to address a distinct cultural and musical audience.
Children's television · 2007
21 Junior
A children's channel created within RTV21's specialist cable portfolio. Its purpose is to provide programming aimed at younger viewers under a dedicated channel identity.
Cultural television · 2007
21 Mix
A thematic channel associated with cultural programming. It forms part of the group of specialist services launched by RTV21 to broaden its cultural and entertainment coverage.
Business television · 2007
21 Business
A specialist channel dedicated to economic and business-oriented coverage. It gives the RTV21 portfolio a dedicated service for business information and related programming.
Event venue
Sheshi 21
A 2,200-square-metre venue owned by Company 21 in Pristina. It is rented to event organizers and represents a non-broadcasting activity within the broader RTV21 business operation.
Brand decisions
2013
Move toward widescreen and high-definition presentationGeneration changeBackground
Television production and distribution were shifting toward widescreen formats and higher-resolution output.
Action taken
RTV21 introduced anamorphic widescreen presentation and subsequently high-definition broadcasting.
Aftermath
The change positioned the station as a technical pioneer in Kosovo and, according to the cited reference, in the Balkans.
2012
Adopt digital terrestrial transmissionGeneration changeBackground
Kosovo television was moving from conventional analogue distribution toward digital terrestrial broadcasting.
Action taken
RTV21 began broadcasting through digital terrestrial transmission.
Aftermath
The transition reinforced RTV21's reputation as a technical early mover in Kosovo broadcasting.
2009
Shift from Latin American telenovelas toward Turkish dramaStrategyBackground
Turkish drama was gaining popularity in Kosovo and across nearby markets, while RTV21 competed with other major Kosovo television stations for imported-programming audiences.
Action taken
RTV21 gradually reduced its reliance on Latin American telenovelas and introduced Turkish drama, including Acı Hayat, known in English as Bitter Life.
Aftermath
The programming strategy achieved notable success and contributed to stronger competition among Kosovo broadcasters, with competing networks adopting similar Turkish-series scheduling.
- Kohavision — Kohavision and other networks followed the market trend by adding Turkish drama to their schedules.
2007
Build a portfolio of specialist cable channelsProduct launchBackground
RTV21 sought to extend its reach beyond a single general-interest television service and address more narrowly defined audience segments.
Action taken
The company launched channels covering music, Albanian folk music, children's content, culture, and business.
Aftermath
The move created a broader multi-channel television portfolio under the RTV21 brand.
Sources2 sources
Cite this profile: Cite the canonical profile. /brand-wiki/rtv21 · Editorial policy · How profiles are compiled