MTV Adria is the pan-adriatic version of the music and entertainment channel MTV serving the following territories: Bosnia and Herzegovina, Croatia, Macedonia, Montenegro, Serbia and Slovenia. The channel launched on September 1, 2005 replacing MTV Europe across the region. MTV's headquarters were initially located only in Ljubljana, Slovenia, but have subsequently expanded also to Belgrade, Serbia and Zagreb, Croatia. In June 2009, MTV began to regionalise and divesify its operations especially in Croatia, Serbia and Slovenia , which led to the launch of 3 separate feeds: MTV Croatia, MTV Slovenia and MTV Serbia, each of them sharing the same online branding and simulcasting the same programming, though with localized subtitles and commercial breaks. On air, the network is now simply referred to as MTV.
Diversification of MTV Adria
In 2009, MTV Adria began to strengthen its presence within the region expanding its offices to Zagreb and Ljubljana with its main headquarters located in Belgrade and co-ordinating with MTV Networks Europe in London and Warsaw. Tests for a more localized MTV Adria began in May 2009.
In June 2009, MTV Adria began to diversify its feed to showcase more localized advertising and subtitles relevant to three key markets within the region including Slovenia, Croatia and Serbia. MTV Adria and its regional feeds share the same schedule and content but with local subtitles, advertising and sponsorship.
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 and MTV Europe 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 July 1, 2009.
The station also received a rebrand at the same time, with a new bug and song-title graphics set, which is the same used by all European versions of MTV since the 1st of July 2009. Additionally, the caption "Adria" has been silently removed from logos and programmes (for instance, "Adria Top 20" has been renamed to just "Top 20").
On September 16, 2009, MTV launched its new websites, currently available in Croatian, Slovene and Serbian language, each on its own country's TLD. There are almost no mentions of the word Adria in the websites, which have been renamed to MTV Croatia, MTV Slovenia and MTV Serbia . However, the MTV Adria domain is still active, though now only redirecting to the new local websites and using the word "Adria" as an umbrella term that encompasses all of them.
On October 23, 2010, MTV Slovenia posted news about MTV Adria not existing anymore on their Facebook page and confirmed that while MTV's in the Adria region still share the same programming, they are divided into MTV Croatia, MTV Slovenia and MTV Serbia
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
MTV Europe's original format. The channel's schedule also includes a number of non-music productions sourced from
MTV US,
MTV Networks Europe and
MTV Networks International.
Music programming
A wide spectrum of musical genres is covered through a large number of specialist music shows and videographies airing on a daily or weekly basis. At present, music video-based shows airing regularly on the channel include:
3 From 1
Alternative Nation
Brand: New
Chill Out Zone
Dancefloor Chart
Domačica / Domaćica
Hip Hop Chart
Jukebox
Just See MTV
Morning Mix
MTV Premiera / MTV Premijera
MTV Takeover
Music Non Stop
Party Zone
Rock Chart
So '90's!
The Official Top 20
Top 10 At 10
Top 20
Videography: Hip Hop
Videography: Domača Naloga / Domaća Zadaća / Domaći Zadatak
Videography: Rock Riff
Videography: This Week In Music
International music initiatives
Friday Night Music
MTV Push
MTV World Stage
Local productions
Currently, all local productions are music-focused.
Hitorama
Okus Znanih / Ukus Poznatih
MTV Express
MTV Takeover
Entertainment / International programming
The channel currently carries the following international acquisitions in its schedule:
Busted
Celebrity Bites
Date My Mom
Disaster Date
Jersey Shore
Made
Made Daily
MTV @ The Movies
MTV Cribs
Pranked
Punk'd
Randy Jackson Presents America's Best Dance Crew
Scream Queens
South Park
Teen Cribs
Teen Mom
The Buried Life
The City
The Hard Times Of RJ Berger
The Hills
The Real World
Availability
MTV is distributed through local cable providers as well as DTH satellite platforms such as Digi TV and TotalTV.
Local performers who appear on MTV are eligible to receive the Best Adria Act award at the annual MTV Europe Music Awards. So far, the winners have been:
Siddharta (2005)
Aleksandra Kovač (2006)
Van Gogh (2007)
Elvir Laković Laka (2008)
Lollobrigida (2009)
Gramophonedzie (2010)
References
External links
MTV Adria
MTV Serbia
MTV Slovenia
MTV Croatia
Category:MTV Networks
Category:Television stations in Serbia
Category:Television stations in Slovenia
Category:Television stations in Montenegro
Category:Television channels and stations established in 2005