Who Is Boško Jakovljević

Boško Jakovljević (born in Belgrade on 23 June 1969) is a Serbian television host, fashion designer and model. He is known as the creator of the short-form entertainment show “Siti,” which aired on Television Pink in the 1990s, and as a longtime face of Serbian television. He hosted the shows “Siti klub,” “Za milion godina,” “Sav taj Pink,” “Suknje i kravate” and “Plesom do snova.”

Alongside television, he has worked in fashion for decades. As a designer, he signs the menswear collections of the brand Martini Vesto, which are regularly shown at Belgrade fashion weeks. He also once created outfits for performances by the singer Zdravko Čolić and by the Eurovision duo Marko Kon and Milan Nikolić. Since September 2025, he has been part of the team at Una TV, where he hosts the show “Popodne” with his colleague Ana Šupić.

He has been in the public eye for more than three decades, and throughout that time he has combined three professions: modeling, television hosting and fashion design. As he explains it, in different periods one of the three takes the lead, while he tries to give his best in each of them.

Early Life and Childhood

Boško Jakovljević was born in Belgrade, then part of the Socialist Federal Republic of Yugoslavia. He grew up with his mother Drina and his younger sister Sanja. As he has said himself, his mother gave birth to him at the age of 20, when his father was 26. His father died early, so Boško grew up with two women in the house. The year of his father’s death is not publicly known. In one interview, he named the moment he realized he was the head of the family, with responsibility not only for himself but also for his mother and sister, as the turning point in his independence. He adds that in such an environment he learned the rules of good manners.

He spent his childhood in two parts of Belgrade. The family first lived in the Crveni Krst neighborhood and later moved to Dorćol. Boško says he is attached to Dorćol both personally and emotionally, and in one conversation he said that he has spent his entire life there.

As a boy he was very active. He loved sports, rode a bicycle, and trained volleyball and football. According to available information, he was an excellent student until the second year of high school.

Education

Little is known about Boško Jakovljević’s schooling. It is known that he finished secondary school and then found a job. The name of his school and any information about university education are not publicly known.

Still, he has repeatedly stressed how important continuous learning is to him. He described the trait that has brought him professional and personal satisfaction as a desire to learn and know, and a constant search for something new. As a host, he says, he learned in practice that television demands constant change and improvement.

Early Career

Boško Jakovljević’s first job was connected to neither fashion nor television. After finishing secondary school, he took a job as an operator at the state-owned company Telekom. He held that job for seven to eight years. On one television show he admitted that it was the easiest job he ever had, because he worked eight hours a day and had weekends free.

Sources differ on the order of events. Wikipedia states that he entered the world of modeling as a teenager, while Boško himself says in interviews that he turned to modeling after several years at Telekom. All agree, however, that fashion was his first way into public life.

Thanks to the many acquaintances he made in that world, a television station approached him to restyle its hosts, that is, to take care of how they looked on camera. Boško replied that he would rather not do that, and that he would prefer to be a host himself. He was given a chance, and that is how his television career began.

One of his early public appearances was in the video for Lepa Brena’s song “Ti si moj greh” from 1996. The video was directed by Dejan Milićević and filmed in the lobby of the National Bank of Serbia. Lepa Brena played Cleopatra in it, and Boško Jakovljević played the pharaoh.

Rise to Fame

Boško Jakovljević gained real popularity with the show “Siti” (spelled “City” in some sources) on Television Pink. It was a short-form entertainment show, of which he was the creator and later the editor. According to available information, it first aired on 4 September 1996. The show was made within the television company of Željko Mitrović, with whom Boško worked for a long time.

According to some sources, “Siti” also featured Aleksandra Jeftanović, Biljana Obradović and Marija Tarlać, as well as Stanko Škugor. The show is still often mentioned as one of the symbols of television entertainment in the 1990s.

The success of “Siti” was followed by the show “Siti klub,” which Boško hosted. It was one of the few shows that promoted the pop entertainment music of the 1990s. He remembers the beginning of his television career for its long working days. He says he worked up to twelve hours, and that some joked that he slept at Pink. He was aware that he had been given the privilege of doing a job he loved.

Years at Television Pink

For many years Boško Jakovljević remained loyal to Television Pink. During that time he hosted a range of different formats. On “Za milion godina” he worked with Sanja Radan, on “Sav taj Pink” with Aleksandra Jeftanović, and on “Suknje i kravate” with Ivana Zarić. In the dance competition “Plesom do snova” he hosted alongside Nataša Stojčević, and he also hosted “VIP Room.”

He also edited the “Jutarnji program” (Morning Program) on Pink. As he puts it himself, during his television career he worked on a large number of different formats and felt that he was missing nothing.

He singles out “Plesom do snova” in particular. He admits that the program was in some sense a reality show, but stresses that its participants competed for the audience’s affection through other qualities. Television, he says, brought him professional satisfaction and the chance to travel almost the entire world, to see, meet and learn a great deal.

Boško Jakovljević as a Fashion Designer

Fashion, in his words, is his first love, and in that world he feels “like a fish in water.” As a designer he worked for the brands Martini Vesto and PWL, and he is best known for the menswear collections under the name “Martini Vesto by Boško.” His collections have been shown at Belgrade Fashion Week as well as at Serbia Fashion Week.

It is known that he created outfits for Marko Kon and Milan Nikolić for their Eurovision performance in Moscow in 2009, as well as for Zdravko Čolić for his concert in Belgrade in 2001. He also tried his hand at choreography, and one of his engagements was for “Replay.”

The shows he signs are regularly among the notable events of Belgrade’s fashion weeks. At the 49th Belgrade Fashion Week he opened the event together with Nenad Radujević, director of the Click fashion studio and author of the Belgrade Fashion Week project, and on that occasion he announced a jubilee: 30 years of work in fashion. At the 51st edition he closed the event with a show marking 15 years since his first show at Belgrade Fashion Week. Among the guests in the audience were Verica Rakočević, Tijana Dapčević, Ana Pendić and Miloš Nadaždin. In November 2025 he presented a show on the second evening of the 56th Perwoll Fashion Week, together with Dragana Ognjenović.

Move to K1

After many years at Pink, Boško accepted an offer in mid-2020 from the then young commercial television station K1. With his colleague Aleksandra Jeftanović Švraka, he hosted the show “Kec na jedanaest,” which aired on weekdays from 11 a.m. to 1 p.m. It is a program built on the concept of a late-morning show in which the hosts themselves choose the topics and guests.

Later, on K1, he also launched his own show, “Spika & Prilika,” which aired once a week on Thursdays at 10:30 p.m. In the studio he hosted numerous public figures.

In 2025 he decided to leave K1. In a conversation for Dnevnik, he explained that he wanted something more acceptable to him, adding that he is on good terms with the people at that station. He added that it was the first time he had left a job, because otherwise, as he puts it, he stays until the end, both privately and professionally.

Una TV and the Show “Popodne”

News that Boško Jakovljević had moved to Una TV was published in late August 2025, and from September he became part of its team. Since 15 September 2025, he has hosted the show “Popodne” with Ana Šupić, which aired on weekdays at 5 p.m. It was announced that the program would feature more music, since a band is in the studio, as well as topics viewers debate and stories about culture.

Ana Šupić said she had not expected to click so quickly with her new colleague, while Boško said that professionals always find a way to fit together, above all in terms of energy. He described arriving at Una as an opportunity to direct his experience and energy toward content he believes in.

From 14 September 2026, “Popodne” enters a new season with an expanded team of hosts. Marijana Tabaković, Bojana Bojović and Ivan Vukajlović, who returns to the camera after a ten-year break, have joined the duo of Boško and Ana. The new “Popodne” begins at 1:15 p.m., while Boško and Ana continue in their usual slot at 4:30 p.m.

Greatest Achievements

Boško Jakovljević’s career spans several fields, and among his most significant achievements are the following:

• creator of the entertainment show “Siti” on Television Pink;
• host of the show “Siti klub,” one of the few that promoted entertainment music of the 1990s;
• host of the shows “Za milion godina,” “Sav taj Pink,” “Suknje i kravate,” “Plesom do snova” and “VIP Room”;
• editor of the “Jutarnji program” on Pink;
• designer of the menswear collections “Martini Vesto by Boško” and winner of the award for the most popular show at Black ‘n’ Easy Fashion Week;
• creator of outfits for Zdravko Čolić and for Marko Kon and Milan Nikolić;
• presence on three television stations: Pink, K1 and Una TV.

What sets his career apart is its continuity. Decade after decade, through changes of stations and formats, he has remained a recognizable face on Serbian screens.

Personal Life

Boško Jakovljević is very attached to his closest family members. They are his mother Drina and his sister Sanja, who lived in Italy for several years. Sanja’s husband Dario is originally from Naples and moved to Belgrade for love. During that period Boško often traveled between Belgrade and Naples, as did his mother, and in the end Sanja returned to her hometown to be close to her loved ones.

Sanja and Dario have two children, Lara and Luka, who are, as he says, his best friends. To them he is simply “dada.” According to him, the word was derived from several pet names he used for Lara when she was very small, and today the three of them address each other that way. He has no children of his own, but he handles the role of uncle very well.

In a 2011 interview he said that he was raised in a traditional and patriarchal spirit, but that marriage is not in his plans. He keeps his private life to himself and gives interviews rarely. Even so, last year, on the show “Balkanskom ulicom” hosted by Vesna Dedić, he opened up for the first time about his childhood and family.

He likes sports and cycling, and in his free time he spends most of it with his loved ones. He says his mother is exceptional at making sarma and stuffed peppers.

Fun Facts

• Before he became well known, he worked for seven to eight years as an operator at Telekom.
• In Lepa Brena’s video “Ti si moj greh” he played the pharaoh, while Brena was Cleopatra.
• The singer Leontina Vukomanović has said that she wrote the song “Anđeo” for him and that in the late 1990s she tried to persuade him to sing. He did not accept, and the song was later recorded and made famous by Boris Režak.
• His nephew and niece call him “dada,” a word that comes from a family joke born when Lara was little.
• He says of himself that he is not a striker but a baseline player who diligently does the task he is given, and that he never plans his career or has strictly defined goals.
• When he is abroad, he often does not say what he does for a living, so that he can talk to people in a more ordinary way.

Awards and Recognition

At the 38th Black ‘n’ Easy Fashion Week, Boško Jakovljević received, on behalf of the brand Martini Vesto, the award for the most popular show. According to the organizers, the decision was based on the quality of the models shown, the large attendance and the many well-known figures in the audience.

According to fashion experts present at the 13th edition of Serbia Fashion Week, the former model and host has grown into a serious designer whose every new collection is marked by an increasing degree of creative maturity.

Legacy and Influence

Boško Jakovljević belongs to the generation of hosts who shaped entertainment programming in the 1990s. The shows “Siti” and “Siti klub” remain tied to that decade and to Television Pink, and in viewers’ memories they are often associated with him and his colleagues.

His path shows that it is possible to combine television and fashion. From his beginnings as a model he moved to television shows, and from them to his own collections, which have been shown at Belgrade’s fashion weeks for years. Today, through the show “Popodne” on Una TV, he remains active on the small screen.

Biography – Frequently Asked Questions

Who is Boško Jakovljević?

Boško Jakovljević is a Serbian television host, fashion designer and model, born in Belgrade. He is known as the creator of the show “Siti” on Television Pink, as the host of the shows “Siti klub,” “Za milion godina,” “Sav taj Pink” and “Plesom do snova,” and as the designer of the brand Martini Vesto.

How old is Boško Jakovljević?

According to most relevant sources, Boško Jakovljević was born on 23 June 1969, which makes him 57 years old as of September 2026. Some sources give 1968 as his birth year.

Where was Boško Jakovljević born and raised?

He was born in Belgrade. He spent his childhood in the Crveni Krst neighborhood and then in Dorćol, where, as he says, he has lived his whole life.

What did Boško Jakovljević do before television?

Before becoming a host, he worked as an operator at the state-owned company Telekom for seven to eight years. According to some sources, he began modeling as a teenager.

Which shows has Boško Jakovljević hosted?

He hosted “Siti klub,” “Za milion godina” (with Sanja Radan), “Sav taj Pink” (with Aleksandra Jeftanović), “Suknje i kravate” (with Ivana Zarić), “Plesom do snova” (with Nataša Stojčević) and “VIP Room.” On K1 he hosted “Kec na jedanaest” and “Spika & Prilika,” and on Una TV he hosts “Popodne.”

Where does Boško Jakovljević work today?

Since September 2025 he has worked at Una TV, where he hosts the show “Popodne” with Ana Šupić. From 14 September 2026 the show has been expanded with new hosts, and Boško and Ana continue in their usual slot at 4:30 p.m.

Is Boško Jakovljević a fashion designer?

Yes. He creates menswear collections for the brand Martini Vesto, which he regularly presents at Belgrade’s fashion weeks. He also worked for the brand PWL, and he created outfits for Zdravko Čolić and for Marko Kon and Milan Nikolić.

Does Boško Jakovljević have children, and is he married?

According to publicly available information, he has no children of his own. In a 2011 interview he said that marriage is not in his plans. He keeps his private life to himself, and those closest to him are his mother Drina, his sister Sanja and her children, Lara and Luka.

How tall is Boško Jakovljević?

His height is not publicly known or confirmed by reliable sources.

Has Boško Jakovljević ever worked as a singer?

Not professionally. Leontina Vukomanović has said that she wrote the song “Anđeo” for him and that in the late 1990s she urged him to sing, but he did not accept. The song was later recorded and made famous by Boris Režak.

Conclusion

Boško Jakovljević is one of the recognizable faces of Serbian television and fashion. From an operator at Telekom, through his beginnings as a model and the show “Siti” on Pink, to the designer collections “Martini Vesto by Boško” and the show “Popodne” on Una TV, his path spans three decades of work in the media. Through all the changes he has remained true to his desire to learn and to take on new challenges, while keeping his privacy for himself and those closest to him.