MTV (Adria)
MTV Adria was a localized version of the music and entertainment channel MTV Europe, customized for the Balkan countries that used to be constituent parts of Yugoslavia. It served the following countries: Bosnia and Herzegovina, Croatia, Kosovo, Macedonia, Montenegro, Serbia and Slovenia.
History of MTV Adria
- The channel launched on September 1, 2005 replacing MTV Europe across the region and beaming its free-to-air signal through Spacecom's AMOS satellites at orbital position 4° West.
- MTV Adria's main headquarters were initially located in Ljubljana, Slovenia. In June 2009, however, MTV began to strengthen its presence within the region by expanding its offices to Zagreb and Belgrade, the latter Belgrade become the station's main headquarter, co-ordinating with MTV Networks Europe in London, Warsaw and Budapest.
- 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 Bosnia and Herzegovina, Kosovo, Macedonia and Montenegro. 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.
- On August 3, 2009, MTV encrypted its main satellite feed, which had been free-to-air since its launch, becoming therefore available only to pay-TV subscribers and cable customers in the region.
- On September 16, 2009, MTV launched 3 new regional websites, available in Croatian, Slovene and Serbian language, each on its own country's TLD 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 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 August 25, 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 March 1, 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 March 18, 2015, the channel switched to both broadcasting in 16:9 format 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 July 3, 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 September 18, 2017, starting at 6am, the channel stopped showing most of its usual on-screen graphics along with dropping all themed blocks and charts.
- On January 1, 2018, exactly at midnight, MTV Adria stopped broadcasting and was replaced by MTV Europe. The final song to be played on the channel was Beautiful Day 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 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 was subsequently adopted by all international versions of MTV from July 1, 2009.
- On July 1, 2011, MTV rebranded again, rolling out a new logo on-air, along with new idents and graphics. This set is a blend between the previous branding by Universal Everything and the current branding of MTV US by Popkern.
Programming
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
- 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
- Hitorama
- Okus Znanih / Ukus Poznatih
- MTV Band 2012
- MTV Express
- MTV Takeover
- Summer Festival Report
- MTV Reporteri
Entertainment / International programming
- Awkward
- House Of Food
- Geordie Shore
- Girl Code
- Guy Code
- Plain Jane
- Ridiculousness
- Snack-Off
- Snooki & Jwoww
- Teen Mom 2
- The Challenge
- The Ex And The Why?
- The Real World
- Times Up
- Warsaw Shore
- Ex On The Beach
VJs & Hosts
Local VJs and hosts who have appeared on MTV Adria over the years include:
- Ana Šutinoska
- Galeb Nikačević Hasci-Jare
- Ida Prester
- Ivan Šarić
- Lana Borić
- Maja Taraniš a.k.a. Gigia
- Martina Vrbos
- Maša Pavoković
- Mia Kovačić
- Naida Kundurović
- Polona Odlazek
- Sergej Trifunović
Availability
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 winners were:- Siddharta
- Aleksandra Kovač
- Van Gogh &
- Elvir Laković Laka
- Lollobrigida
- Gramophonedzie
- Dubioza Kolektiv
- Who See
- Frenkie
- Van Gogh
- Daniel Kajmakoski
- S.A.R.S
- Ničim Izazvan
MTV Download
List of album releases available on MTV Adria websites as free download:
- S.A.R.S. – " Perspektiva"
- MVP – "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 - "Kompromis"
- General Woo - "Verbalni delikt"
- Tea Break - "Second Hand Hero"
- Trash Candy - "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 - "ganc novi FUNK!"
- Sell Out - "The Best Of"
- TheSpian - "Why So Serious"
- Samostalni referenti – "The GreaTESTIS Hits"
- Igor Garnier - "Love Is Taking Control"
- Viseći vrtovi Vavilona - "Indigo deca"
- Who See - "Krš i Drača"
- Artiljero - "Artiljero OST"