MTV Adria was a localized version of the music and entertainment channel

MTV Europe MTV Global (formerly as MTV Europe) is the international version of the American TV channel MTV, a 24-hour music and entertainment TV channel that began broadcasting on August 1, 1987, as part of the worldwide MTV network. Initially, MTV serve ...

, customized for the Balkan countries that used to be constituent parts of

Yugoslavia Yugoslavia (; sh-Latn-Cyrl, separator=" / ", Jugoslavija, Југославија ; sl, Jugoslavija ; mk, Југославија ;; rup, Iugoslavia; hu, Jugoszlávia; rue, label=Pannonian Rusyn, Югославия, translit=Juhoslavija ...

. It served the following countries:

Bosnia and Herzegovina Bosnia and Herzegovina ( sh, / , ), abbreviated BiH () or B&H, sometimes called Bosnia–Herzegovina and often known informally as Bosnia, is a country at the crossroads of south and southeast Europe, located in the Balkans. Bosnia and H ...

Croatia , image_flag = Flag of Croatia.svg , image_coat = Coat of arms of Croatia.svg , anthem = "Lijepa naša domovino"("Our Beautiful Homeland") , image_map = , map_caption = , capit ...

, Macedonia,

Montenegro ) , image_map = Europe-Montenegro.svg , map_caption = , image_map2 = , capital = Podgorica , coordinates = , largest_city = capital , official_languages = M ...

Serbia Serbia (, ; Serbian: , , ), officially the Republic of Serbia (Serbian: , , ), is a landlocked country in Southeastern and Central Europe, situated at the crossroads of the Pannonian Basin and the Balkans. It shares land borders with Hungar ...

and

Slovenia Slovenia ( ; sl, Slovenija ), officially the Republic of Slovenia (Slovene: , abbr.: ''RS''), is a country in Central Europe. It is bordered by Italy to the west, Austria to the north, Hungary to the northeast, Croatia to the southeast, an ...

History of MTV Adria

* The channel launched on 1 September 2005, replacing MTV Europe across the region and beaming its

free-to-air Free-to-air (FTA) services are television (TV) and radio services broadcast in unencrypted form, allowing any person with the appropriate receiving equipment to receive the signal and view or listen to the content without requiring a subscripti ...

signal through

Spacecom Spacecom, or Space Communication (), is an Israeli communications satellite operator in the Middle East, European Union and North America headquartered in the city of Ramat Gan, Israel. Spacecom operates two satellites at orbital position 4° ...

's AMOS satellites at orbital position 4° West. * MTV Adria's main headquarters were initially located in

Ljubljana Ljubljana (also known by other historical names) is the capital and largest city of Slovenia. It is the country's cultural, educational, economic, political and administrative center. During antiquity, a Roman city called Emona stood in the are ...

. In June 2009, however, MTV began to strengthen its presence within the region by expanding its offices to

Zagreb Zagreb ( , , , ) is the capital and largest city of Croatia. It is in the northwest of the country, along the Sava river, at the southern slopes of the Medvednica mountain. Zagreb stands near the international border between Croatia and Slov ...

and Belgrade, the latter Belgrade become the station's main headquarter, co-ordinating with

MTV Networks Europe Paramount Networks Europe, Middle East, Africa & Asia (EMEAA) is a division of Paramount International Networks which is fully owned by Paramount Global. The unit's headquarters are in Berlin, with additional offices in Madrid, Lisbon, Paris, Am ...

London London is the capital and List of urban areas in the United Kingdom, largest city of England and the United Kingdom, with a population of just under 9 million. It stands on the River Thames in south-east England at the head of a estuary dow ...

Warsaw Warsaw ( pl, Warszawa, ), officially the Capital City of Warsaw,, abbreviation: ''m.st. Warszawa'' is the capital and largest city of Poland. The metropolis stands on the River Vistula in east-central Poland, and its population is officia ...

and

Budapest Budapest (, ; ) is the capital and most populous city of Hungary. It is the ninth-largest city in the European Union by population within city limits and the second-largest city on the Danube river; the city has an estimated population ...

. * Operations began to be regionalised and diversified especially in Croatia, Serbia and Slovenia, leading to the launch of 3 separate feeds, unofficially known as MTV Croatia, MTV Slovenia and MTV Serbia, which enabled to share the same content, online branding and on-air programming, though with localised subtitles, advertising and sponsorship, making each of them relevant to one of three key markets within the region. The Serbian feed was also available in

Kosovo Kosovo ( sq, Kosova or ; sr-Cyrl, Косово ), officially the Republic of Kosovo ( sq, Republika e Kosovës, links=no; sr, Република Косово, Republika Kosovo, links=no), is a partially recognised state in Southeast Euro ...

, Macedonia and

Montenegro ) , image_map = Europe-Montenegro.svg , map_caption = , image_map2 = , capital = Podgorica , coordinates = , largest_city = capital , official_languages = M ...

. On air, the network has only been referred to as MTV since the relaunch in 2009. Over the 4 months prior to the channel's re-launch, the caption "Adria" was silently removed from logos and programmes (i.e. with "Adria Top 20" being renamed to just "Top 20"). * On 3 August 2009 MTV encrypted its main satellite feed, which had been

since its launch, becoming therefore available only to

pay-TV Pay television, also known as subscription television, premium television or, when referring to an individual service, a premium channel, refers to subscription-based television services, usually provided by multichannel television providers, but ...

subscribers and cable customers in the region. * On 16 September 2009 MTV launched 3 new regional websites, available in Croatian, Slovene and Serbian language, each on its own country's

TLD A top-level domain (TLD) is one of the domains at the highest level in the hierarchical Domain Name System of the Internet after the root domain. The top-level domain names are installed in the root zone of the name space. For all domains in ...

and with almost no mentions of the word ''Adria''. They were known as ''MTV Hrvatska'', ''MTV Slovenija'' and ''MTV Srbija''. However, the MTV Adria domain is still active, though now only redirecting to the localized

Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin Mosk ...

pages and using the word "Adria" as an ''umbrella term'' that encompasses all of them. * The 3 feeds continued to share the same on-air programming until the first half of 2011. On 25 August 2011 MTV further split its 3 feeds, not only during commercial breaks, but also programming-wise. For the first time since the channel's launch, different programming can be broadcast across the region. However, the output of the 3 local feeds remained almost identical. * As of 1 March 2015, MTV Slovenia and MTV Croatia shared a single feed, with a mix of Croatian and Slovene commercials and English promos. Furthermore, MTV Slovenia's website has been shut down, offering visitors redirects to either Croatian or UK MTV website, later in year redirection was changed to Serbian website. * As of 18 March 2015, the channel switched to both broadcasting in 16:9 format (with older 4:3 videos being stretched to 16:9, unlike all the other MTV channels in Europe, where 4:3 videos are zoomed to 14:9) and displaying all on-air text in English - the only exceptions being each country's own subtitles and Serbo-Croatian word for ads being shown on idents signaling the beginning/end of commercials. * On 3 July 2017 MTV Adria replaced reality and scripted programming with music content returning the channel to a 24-hour music channel with a single feed. The localized websites were shut down and redirected to localized Facebook pages. * On 18 September 2017, starting at 6am, the channel stopped showing most of its usual on-screen graphics (only showing the channel's logo and currently playing music video at the beginning and end of one) along with dropping all themed blocks and charts. * On 1 January 2018, exactly at midnight, MTV Adria stopped broadcasting and was replaced by

. The final song to be played on the channel was ''

Beautiful Day "Beautiful Day" is a song by Irish rock band U2. It is the first track on their tenth studio album, ''All That You Can't Leave Behind'' (2000), and was released as the album's lead single on 9 October 2000. The song was a commercial success, ...

'' by U2.

Branding

* From September 2005 to October 2006, MTV Adria, as it was known at the time, adopted the same graphic set which was then used by other local MTV channels in Europe, including

MTV Germany MTV Germany is a German language free-to-air television channel operated by Paramount Global. The channel launched on 7 March 1997 as MTV Central, as part of a regionalisation strategy by Paramount Global, then MTV Networks Europe. Availabi ...

and

and featured urban elements. * From October 2006 to May 2007, it switched to a new graphic set which was specifically created for MTV Adria and included abstract elements such as colored spots scattered around the screen during promos and video IDs. * From May 2007 to June 2009 the channel used a graphic set known as "Electrofolk", which was especially developed by MTV Networks International for MTV Adria and other MTV channels from the Emerging Markets area. * In June 2009, MTV Adria was the first channel to introduce the latest graphic set commissioned by MTV's World Design Studio. Most other MTV channels across Europe and the world adopted the same graphic set on 1 July 2009. The station also received a rebrand at the same time, with a new bug and song-title graphics set, which was subsequently adopted by all international versions of MTV (except for

MTV US MTV (Originally an initialism of Music Television) is an American cable channel that launched on August 1, 1981. Based in New York City, it serves as the flagship property of the MTV Entertainment Group, part of Paramount Media Networks, a di ...

) from 1 July 2009. * On 1 July 2011 MTV rebranded again, rolling out a new logo on-air (previously used on

since 2010), along with new idents and graphics. This set is a blend between the previous branding by Universal Everything and the current branding of

by Popkern.

Programming

Ever since its launch, MTV Adria has carried a much higher amount of music programming in its schedule compared to most of its sister channels across Europe, preserving

's original format. The channel's schedule also includes some locally produced content and a number of non-music productions sourced from

and

MTV Networks International Paramount International Networks (PIN) is the international division of Paramount Global. The division oversees the production, broadcasting and promotion of key Paramount's brands outside of the United States. These brands include Paramount Net ...

Music programming

A wide spectrum of musical genres was covered through various specialist music shows and videographies airing on a daily or weekly basis. Music video-based shows airing regularly on the channel included: * ''3 From 1'' * ''

Alternative Nation ''Alternative Nation'' was a television show in the U.S. dedicated to alternative music. It aired on MTV from 1992 to 1997, mostly on weeknights. It was hosted by Kennedy. History ''Alternative Nation'' began airing in 1992. It was a somewh ...

'' * ''Biggest! Hottest! Loudest!'' * ''Chill Out Zone'' * ''Dancefloor Chart'' * ''Domača Naloga / Domaća Zadaća / Domaći Zadatak'' * ''Domačica / Domaćica'' * ''Hip Hop Chart'' * ''Jukebox'' * ''Morning Mix'' * ''MTV Live'' * ''MTV Premiera / MTV Premijera'' * ''Music Non Stop'' * ''Party Zone'' * ''Pop Up Video'' * ''Rock Chart'' * ''The 10 Biggest Tracks Right Now'' * ''Top 10 At 10'' * ''Top 20''

International music initiatives & programming

* ''MTV Push'' * ''MTV World Stage''

Local productions

Most local productions were music-focused. * ''Hitorama'' * ''Okus Znanih / Ukus Poznatih'' * ''MTV Band 2012'' * ''MTV Express'' * ''MTV Takeover'' * ''Summer Festival Report'' * ''MTV Reporteri'' (broadcast on the Serbian feed only)https://www.facebook.com/pages/MTVReporteri/279384072075266

Entertainment / International programming

The channel carried the following international acquisitions in its schedule: * ''

Awkward Awkward may refer to: * Awkwardness or embarrassment, an emotional state of intense discomfort with people * ''Awkward'' (TV series), an American teen comedy series * ''Awkward'' (album), a 2001 album by Ty * ''Awkward'', a 1999 graphic novel by ...

'' * '' Catfish: The TV Show '' * ''House Of Food'' * ''

Geordie Shore ''Geordie Shore'' is a British reality television series that was broadcast on MTV between 24 May 2011 and 22 November 2022. Based in Newcastle upon Tyne, England it was the British offshoot of the American show ''Jersey Shore''. The programm ...

'' * '' Girl Code'' * ''

Guy Code ''Guy Code'' is an American reality comedy television series on MTV2. The series debuted on November 15, 2011, and features various pop culture entertainers, top comics, athletes, and specialized experts who tell the story of the special code o ...

'' * ''

Plain Jane Plain Jane may refer to: *''Plain Jane'', a 1922 play by McElbert Moore * ''Plain Jane'' (Wednesday Theatre), an Australian TV movie * ''Plain Jane'' (TV series), a U.S. TV series airing on The CW *Plain Jane (band), an American band from the lat ...

'' * '' Ridiculousness '' * '' Snack-Off '' * ''

Snooki & Jwoww ''Snooki & Jwoww'' (sometimes rendered ''Snooki & JWOWW'' in print and online sources) is an American reality television series on MTV starring Nicole " Snooki" Polizzi and Jennifer " JWoww" Farley. It is the second of three spin-offs of ''Jersey ...

'' * ''

Teen Mom 2 ''Teen Mom 2'' is an American reality television series that premiered January 11, 2011 on MTV. It originally followed the lives of Jenelle Evans, Chelsea DeBoer, Kailyn Lowry, and Leah Messer from the second season of '' 16 and Pregnant'' as ...

'' * '' The Challenge'' * ''The Ex And The Why? '' * '' The Real World '' * ''Times Up '' * ''Warsaw Shore '' * ''

Ex On The Beach ''Ex on the Beach'' is a British reality television series that is broadcast on MTV. The series was first announced in February 2014, and premiered on 22 April 2014. The series is narrated by Andrew Maxwell. ''Ex on the Beach'' follows the forma ...

VJs & Hosts

Throughout its first years on air, MTV Adria produced many VJ-led music shows, which were eventually discontinued in 2008, as the VJ concept began to be gradually phased out of

's global strategy. At present, occasional hosted shows are still being produced locally, although regular VJ-based shows are no longer scheduled on the channel. Local VJs and hosts who have appeared on MTV Adria over the years include: * Ana Šutinoska (''The Rock Chart'') * Galeb Nikačević Hasci-Jare (''Blok Chart'', ''MTV Reporteri'') * Ida Prester (''Hitorama'') * Ivan Šarić (''MTV News Weekend Edition'', ''Vibra'') * Lana Borić (''Dancefloor Chart'') * Maja Taraniš a.k.a. Gigia (''Adria Top 20'', ''MTV News'', ''Vibra'') * Martina Vrbos (''Blok'', ''Blok Chart'', ''Pure Adria Chart'') * Maša Pavoković (''Adria Top 20'') * Mia Kovačić (''Vibra'') * Naida Kundurović (''MTV News'', ''Impulse'') * Polona Odlazek (''Adria Top 20'') * Sergej Trifunović (''Hitorama'')

Availability

MTV was distributed through local cable providers in the region, as well as DTH satellite platforms such as Max TV and

TotalTV Total TV is a satellite television provider owned by Serbian SBB. It broadcasts via Eutelsat 16A satellite (16.0E) and has over 1 million subscribers in Western Balkans countries: Serbia, Slovenia, Montenegro, Bosnia and Herzegovina and Nort ...

MTV Europe Music Awards: Best Adria Act

Local performers who appeared on MTV were eligible to receive the Best Adria Act award at the annual

MTV Europe Music Awards The MTV Europe Music Awards (originally named MTV European Music Awards, commonly abbreviated as MTV EMA) are awards presented by Paramount International Networks to honour artists and music in pop culture. It was originally conceived as an a ...

. The winners were: * Siddharta (2005) *

Aleksandra Kovač Aleksandra Kovač ( sr-cyr, Александра Ковач, ; born 1972) is a Serbian singer-songwriter, composer, and music producer. She is the eldest daughter of eminent composer Kornelije Kovač and the elder sister of singer Kristina Kovač ...

(2006) *

Van Gogh Vincent Willem van Gogh (; 30 March 185329 July 1890) was a Dutch Post-Impressionist painter who posthumously became one of the most famous and influential figures in Western art history. In a decade, he created about 2,100 artworks, inc ...

(2007) & (2014) *

Elvir Laković Laka Elvir Laković, also known as Laka ; born 15 March 1969), is a Bosnian rock singer-songwriter, born in Goražde, Bosnia and Herzegovina. Early life He attended music school there studying guitar, but he disliked the school's teaching methods and ...

(2008) * Lollobrigida (2009) *

Gramophonedzie Marko Milićević ( sr-cyr, Марко Милићевић), most known as Gramophonedzie ( sr, Грамофонџије, Gramofondžije), is a Serbian DJ from Belgrade. He is best known for his 2010 single " Why Don't You", which peaked at number ...

(2010) * Dubioza Kolektiv (2011) *

Who See Who See (also referred to as Who See? and Who See Klapa) is a Montenegrin hip-hop duo from Kotor. Its members are Dedduh or Deda (Dejan Dedović), from Kotor, and Noyz (Mario Đorđević), from Herceg Novi. The group was created in the early 2 ...

(2012) * Frenkie (2013) *

(2014) *

Daniel Kajmakoski Daniel Kajmakoski-Gragevinac ( mk, Даниел Кајмакоски-Граѓевинац, born 17 October 1983) is a Macedonian singer and songwriter. He is best known for having won the first series of X Factor Adria. He represented Macedoni ...

(2015) * S.A.R.S (2016) * Ničim Izazvan (2017)

MTV Download

On 1 January 2011, MTV Adria introduced the MTV Download section on all three MTV web sites in Serbia, Croatia and Slovenia. With idea of helping striving music business in the region this free download platform helped regional musicians to publish their music and get needed promotion. The first official MTV release was album of Serbian band

S.A.R.S. Sveže Amputirana Ruka Satrijanija ( sr-cyr, Свеже ампутирана рука Сатријанија, lit=The Freshly Amputated Arm of Satriani), or S.A.R.S. for short, are a Serbian alternative rock band from Belgrade. Presenting a comb ...

which had 45000 downloads in three months. MTV published over 60 albums and singles through this feature. List of album releases available on MTV Adria websites as free download: *

– " Perspektiva" *

MVP In team sports, a most valuable player award, abbreviated 'MVP award', is an honor typically bestowed upon an individual (or individuals, in the instance of a tie) whose individual performance is the greatest in an entire league, for a particu ...

– "Za bolje znam, al' mi bolje ne treba" * Bei The Fish – "Ideal Woman" * MistakeMistake "MMORPG" * MaraQya - "Savršen dan" * Bei the Fish - "Just an Idea!?" atto primo… *

LoOney Looney or loonie may refer to: People * Looney (surname) * Looney or lunatic, antiquated term for mentally ill person * LoOney (born 1980), Serbian singer-songwriter, actor, director and comic artist * Looney, nickname of William Hinde (1900 ...

- "Kompromis" * General Woo - "Verbalni delikt" * Tea Break - "Second Hand Hero" *

Trash Candy ''Trash Candy'' is the second album by Boston rock band VAGIANT Boston (now known as Tijuana Sweetheart), released on October 22, 2009. "No Mercy" and "Trash Candy" were released on the Rock Band Network in 2010. "Trash Candy" also plays over t ...

- "What's Your Story?" * Toni Zen - "Toni Zen e.....SuperZen" * Mirko Luković - "Gola voda" * Nikola Sarić Sajko - "Pesmom kroz zid" * High Control - "Report" * Krš - "Prekršaj" * Azil 5 - "Heart fiesta" * Polyester Shock - "Odmah i sad" * Emkej - "Znajdi se" * SevdahBABY - "(Extrava)ganc novi FUNK!" * Sell Out (band) - "The Best Of" * TheSpian - "Why So Serious" * Samostalni referenti – "The GreaTESTIS Hits" * Igor Garnier - "Love Is Taking Control" * Viseći vrtovi Vavilona - "Indigo deca" *

- "Krš i Drača" * Artiljero - "Artiljero OST"

References

External links

MTV Adria

MTV Croatia

MTV Serbia
{{DEFAULTSORT:Mtv Adria MTV channels Television channels and stations established in 2005 Television channels and stations disestablished in 2017 Television channels in North Macedonia Music organizations based in Bosnia and Herzegovina Television channel articles with incorrect naming style