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RTSH opens a new chapter: New visual identity, new programs and five super productions in the new season

2026-09-17 13:21:24Lifestyle SHKRUAR NGA REDAKSIA VOX
RTSH opens a new chapter: New visual identity, new programs and five super
The General Director of Albanian Radio Television, Ms. Eni Vasili

Albanian Radio Television presented this Wednesday, at an event held in the "Gjon Simoni" lobby, its new visual identity, new projects at the start of the new television season, and screen images as part of its journey towards a more modern and dynamic look.

The ceremony was attended by members of the government cabinet, such as the Minister of Tourism, Culture and Sports, Blendi Gonxhja and the Minister of Education, Mirela Kumbaro, as well as Radka Betcheva, EBU Head of Member Relations for Central and Eastern Europe. This important event for RTSH also brought together journalists, artists and public figures from the world of art and television.

With an offering that extends beyond traditional broadcasting, presented as the "New Visual Identity", the institution aims to be closer to different audiences and adapt to technological developments.

The General Director of Albanian Radio Television, Ms. Eni Vasili, said that the new identity aims to combine the institution's long experience with a more modern approach.

"It is a new, very beautiful, modern graphic package, just as we want RTSH to be. It is a concept that wants to transfer all the history, knowledge, and experience that this institution carries towards the future," said Vasili.

She emphasized that the change does not aim to separate RTSH from the past, but to develop it in line with the times.

"Now RTSH must move from the normalization of the institution, which occurred last year, to taking a dignified place in the Albanian media market," she said.

Vasili described her first year as director as the most challenging of her professional career. 'The challenges and responsibility of leading such an important national institution were something completely different from my previous career and of course without the help of my close staff, but also all the employees of the RSSH this would not have happened.'

"Therefore, I have a big thank you and a round of applause I would like to give to you for all the support you have given me," she said.

The new season brings new presenters and authors, as well as new formats to the screen.

According to Director Vasili, the selection of new arrivals was made with a focus on energy, professionalism and connection with the audience. “The new presenters and authors are novelties in the new season and the main criteria for their selection are energy, professionalism and love for the audience, but also love for RTSH,” said Ms. Vasili.

The director of RTSH said that the objective is to restore public trust and attention to public television. Vasili also praised the EBU's support in the process of reforming the institution, describing the cooperation with it as important for the development of RTSH according to European standards.

“When we started the first meetings with the EBU, one of the first things I asked was for them to give us all their expertise on the reform of RTSH. They supported us and made possible a very important process of reforming the entire structure that will definitely lead to legal changes and the creation of foundations that will make the public broadcaster credible and true, just like RTSH’s sisters throughout Europe. Media all over the world are facing great challenges. Even in these very moments, the need for public media is ever more evident and important.

Radka Betcheva, EBU Head of Member Relations for Central and Eastern Europe, present at the event, praised the changes undertaken by RTSH and emphasized the support of the European Broadcasting Union for the transformation process of the Albanian public broadcaster.

In her speech, Betcheva described the introduction of the new television season, new on-screen characters, and the OTT platform as part of an ambitious agenda.

"It is a great pleasure to be with you tonight and to represent the European Broadcasting Union at this very special moment for RTSH. First of all, congratulations to the management, the governing bodies and, above all, to all the people of RTSH who have worked with great dedication to make what we see tonight possible," she said.

Betcheva emphasized that what is being introduced is not just an aesthetic change or a new television season, but a broader process of transformation.

"A new visual identity, a new television season, new on-screen characters, a new OTT platform and many new projects, this is an ambitious agenda. I think the new leadership deserves appreciation for this ambition and for the new energy it is bringing to RTSH," said Ms. Betcheva.

Ms. Betcheva also focused on the changes that public media is experiencing across Europe, emphasizing that technological development and the new way of consuming content are also changing audience expectations.

"What we are seeing tonight is more than the introduction of a new season. It is the beginning of a broader transformation of RTSH. And transformation is necessary. Public service media across Europe are changing, because our audiences are changing too," she said.

Another important point of her speech was the OTT platform, which is expected to expand the ways in which the public can access RTSH content. “The new OTT platform is a very good example. Going where the audience is today does not mean abandoning the public service mission. On the contrary, this is exactly what fulfilling this mission requires,” said Ms. Betcheva.

Betcheva emphasized that RTSH is not alone in this process and that the EBU will continue to support the Albanian public broadcaster.

The EBU representative said that public service media should develop together with audiences, while preserving their mission. Betcheva also praised RTSH’s focus on the people behind the public broadcaster’s programs and services. “Public service media cannot stand still. We must develop together with our audiences, while remaining faithful to our public service mission. I particularly like the fact that RTSH is also showing its human side, the people behind the programs and services that we see and hear every day,” she said.

She described this element as a reminder that behind every program, news edition, radio service or digital platform stand experienced, creative and dedicated professionals.

NEW VISUAL IDENTITY

RTSH comes this season with a broader visual identity, which aims to create a fresher and more unified experience for viewers, both on screen and on digital platforms.

Public television has entered a period of new projects and expanded opportunities for the public, including the OTT platform, which aims to bring television content closer to the new way of consuming media.

The new television season brings a number of innovations in programming, with content aimed at different age groups and interests.

Performances, films, documentaries and children's programs will be part of RTSH's new offering.

Alongside them, current affairs and political debate will continue to occupy an important place on the screen, with dedicated programs during prime time broadcast hours.

New characters, new formats and a more contemporary approach aim to give the season a different rhythm, while simultaneously maintaining the diversity of content that public television offers.

With a new visual identity and new projects on screen and digital platforms, RTSH opens the new season as an institution that continues to evolve with its audience.

From logo architecture to colors: how RTSH will be identified

For several weeks, RTSH has been running an unusual campaign on screen and on social media. "Something is being born," "Red has a history," "History lives," and "The horizon is changing" are some of the messages that heralded the transformation.

Although at first glance they looked like ordinary teasers announcing the new season, the graphics clearly showed the construction of a new visual language for the public broadcaster. The new identity is built on a much more minimal formula: the word RTSH, followed by a circular element, inside which is placed the number 1. These changes were seen yesterday at the event held for the new season, while they will be broadcast to the public on Monday of next week, on September 21.

RTSH has chosen a much more unified brand architecture: the RTSH wordmark remains constant, while the circular element varies by channel.

It is no longer just a logo, but a system that works on TV, phone, app, website, YouTube, Instagram and dozens of different video formats. With this architecture, RTSH is moving towards an element that the public begins to recognize even without having to read the name of the television. Instead of abandoning a color historically associated with RTSH, the new identity is placing it at the center. Red is both part of RTSH's visual history and one of the strongest codes of Albanian national identity. This is why the new visual identity does not seek to erase the past, but aims to modernize it.

Closer to streaming platforms

RTSH has prepared for this television season one of the most ambitious packages of international series in recent years. Five more productions, ranging from modern Turkish romances to European historical superproductions and the history of one of the continent's most famous royal families.

These are several projects that have already had an important international journey and RTSH is not relying solely on the classic formula of long-running Turkish series.

In the same package we have Disney+, premium European productions, a series presented at CANNESERIES, a historical drama with an international cast, and a miniseries with Can Yaman, distributed in various world markets.

This is just the beginning… The stories have just begun.

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