MTV Adria
Encyclopedia
MTV Adria is 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 serves the following countries: Bosnia and Herzegovina
, Croatia
, Macedonia
, Montenegro
, Serbia
and Slovenia
.
's original format. The channel's schedule also includes some locally produced content and a number of non-music productions sourced from MTV US, MTV Networks Europe
and MTV Networks International
.
. So far, the winners have been:
MTV Europe
MTV Europe is a pan-European 24-hour entertainment cable and digital television network launched on August 1, 1987. Initially, the channel served all regions within Europe being one of the very few channels that targeted the entire European continent...
, customized for the Balkan countries that used to be constituent parts of Yugoslavia. It serves the following countries: Bosnia and Herzegovina
Bosnia and Herzegovina
Bosnia and Herzegovina , sometimes called Bosnia-Herzegovina or simply Bosnia, is a country in Southern Europe, on the Balkan Peninsula. Bordered by Croatia to the north, west and south, Serbia to the east, and Montenegro to the southeast, Bosnia and Herzegovina is almost landlocked, except for the...
, Croatia
Croatia
Croatia , officially the Republic of Croatia , is a unitary democratic parliamentary republic in Europe at the crossroads of the Mitteleuropa, the Balkans, and the Mediterranean. Its capital and largest city is Zagreb. The country is divided into 20 counties and the city of Zagreb. Croatia covers ...
, Macedonia
Republic of Macedonia
Macedonia , officially the Republic of Macedonia , is a country located in the central Balkan peninsula in Southeast Europe. It is one of the successor states of the former Yugoslavia, from which it declared independence in 1991...
, Montenegro
Montenegro
Montenegro Montenegrin: Crna Gora Црна Гора , meaning "Black Mountain") is a country located in Southeastern Europe. It has a coast on the Adriatic Sea to the south-west and is bordered by Croatia to the west, Bosnia and Herzegovina to the northwest, Serbia to the northeast and Albania to the...
, Serbia
Serbia
Serbia , officially the Republic of Serbia , is a landlocked country located at the crossroads of Central and Southeast Europe, covering the southern part of the Carpathian basin and the central part of the Balkans...
and Slovenia
Slovenia
Slovenia , officially the Republic of Slovenia , is a country in Central and Southeastern Europe touching the Alps and bordering the Mediterranean. Slovenia borders Italy to the west, Croatia to the south and east, Hungary to the northeast, and Austria to the north, and also has a small portion of...
.
History of MTV Adria
- The channel launched on September 1, 2005 replacing MTV Europe across the region and beaming its free-to-airFree-to-airFree-to-air describes television and radio services broadcast in clear form, allowing any person with the appropriate receiving equipment to receive the signal and view or listen to the content without requiring a subscription or one-off fee...
signal through SpacecomSpacecomSpacecom, or Space Communication , is a communications satellite operator in the Middle East, European Union and North-America headquartered in the city of Ramat Gan, Israel...
's AMOS satellites at orbital position 4° West.
- MTV Adria's main headquarters were initially located in LjubljanaLjubljanaLjubljana is the capital of Slovenia and its largest city. It is the centre of the City Municipality of Ljubljana. It is located in the centre of the country in the Ljubljana Basin, and is a mid-sized city of some 270,000 inhabitants...
, SloveniaSloveniaSlovenia , officially the Republic of Slovenia , is a country in Central and Southeastern Europe touching the Alps and bordering the Mediterranean. Slovenia borders Italy to the west, Croatia to the south and east, Hungary to the northeast, and Austria to the north, and also has a small portion of...
. In June 2009June 2009June 2009 was the sixth month of that year. It began on a Monday and ended after 30 days on a Tuesday.- Portal:Current events :This is an archived version of Wikipedia's Current events Portal from June 2009....
, however, MTV began to strengthen its presence within the region by expanding its offices to ZagrebZagrebZagreb is the capital and the largest city of the Republic of Croatia. It is in the northwest of the country, along the Sava river, at the southern slopes of the Medvednica mountain. Zagreb lies at an elevation of approximately above sea level. According to the last official census, Zagreb's city...
and BelgradeBelgradeBelgrade is the capital and largest city of Serbia. It is located at the confluence of the Sava and Danube rivers, where the Pannonian Plain meets the Balkans. According to official results of Census 2011, the city has a population of 1,639,121. It is one of the 15 largest cities in Europe...
, the latter becoming the station's main headquarters, co-ordinating with MTV Networks EuropeMTV Networks EuropeMTV Networks Europe is a division of Viacom International Media Networks, a subsidiary of Viacom.MTV Networks Europe includes the multimedia entertainment brands: MTV, VH1, TMF, VIVA, Nickelodeon, Comedy Central and Nick Jr...
in LondonLondonLondon is the capital city of :England and the :United Kingdom, the largest metropolitan area in the United Kingdom, and the largest urban zone in the European Union by most measures. Located on the River Thames, London has been a major settlement for two millennia, its history going back to its...
, WarsawWarsawWarsaw is the capital and largest city of Poland. It is located on the Vistula River, roughly from the Baltic Sea and from the Carpathian Mountains. Its population in 2010 was estimated at 1,716,855 residents with a greater metropolitan area of 2,631,902 residents, making Warsaw the 10th most...
and BudapestBudapestBudapest is the capital of Hungary. As the largest city of Hungary, it is the country's principal political, cultural, commercial, industrial, and transportation centre. In 2011, Budapest had 1,733,685 inhabitants, down from its 1989 peak of 2,113,645 due to suburbanization. The Budapest Commuter...
.
- Operations began to be regionalised and divesified especially in Croatia, Serbia and Slovenia , leading to the launch of 3 separate feeds, unofficially known as MTV Croatia, MTV Slovenia and MTV Serbia. The feeds shared 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 is also available in Bosnia and HerzegovinaBosnia and HerzegovinaBosnia and Herzegovina , sometimes called Bosnia-Herzegovina or simply Bosnia, is a country in Southern Europe, on the Balkan Peninsula. Bordered by Croatia to the north, west and south, Serbia to the east, and Montenegro to the southeast, Bosnia and Herzegovina is almost landlocked, except for the...
, MacedoniaRepublic of MacedoniaMacedonia , officially the Republic of Macedonia , is a country located in the central Balkan peninsula in Southeast Europe. It is one of the successor states of the former Yugoslavia, from which it declared independence in 1991...
and MontenegroMontenegroMontenegro Montenegrin: Crna Gora Црна Гора , meaning "Black Mountain") is a country located in Southeastern Europe. It has a coast on the Adriatic Sea to the south-west and is bordered by Croatia to the west, Bosnia and Herzegovina to the northwest, Serbia to the northeast and Albania to the...
. On air, the network has simply 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 August 3rd, 2009, MTV encrypted its main satellite feed, which had been free-to-airFree-to-airFree-to-air describes television and radio services broadcast in clear form, allowing any person with the appropriate receiving equipment to receive the signal and view or listen to the content without requiring a subscription or one-off fee...
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 TLDTop-level domainA top-level domain is one of the domains at the highest level in the hierarchical Domain Name System of the Internet. The top-level domain names are installed in the root zone of the name space. For all domains in lower levels, it is the last part of the domain name, that is, the last label of a...
and with almost no mentions of the word Adria. They are known as MTV Hrvatska, MTV Slovenija and MTV Srbija . However, the MTV Adria domain is still active, though now only redirecting to the local websites 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 25th, 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, at present, the output of the 3 local feeds remains almost identical.
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 EuropeMTV EuropeMTV Europe is a pan-European 24-hour entertainment cable and digital television network launched on August 1, 1987. Initially, the channel served all regions within Europe being one of the very few channels that targeted the entire European continent...
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 (except for MTV US) from July 1, 2009.
- On July 1st, 2011, MTV rebranded again, rolling out a new logo on-air (previously used on MTV US 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 MTV US 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 MTV EuropeMTV Europe
MTV Europe is a pan-European 24-hour entertainment cable and digital television network launched on August 1, 1987. Initially, the channel served all regions within Europe being one of the very few channels that targeted the entire European continent...
's original format. The channel's schedule also includes some locally produced content and a number of non-music productions sourced from MTV US, MTV Networks Europe
MTV Networks Europe
MTV Networks Europe is a division of Viacom International Media Networks, a subsidiary of Viacom.MTV Networks Europe includes the multimedia entertainment brands: MTV, VH1, TMF, VIVA, Nickelodeon, Comedy Central and Nick Jr...
and MTV Networks International
MTV Networks International
MTV Networks International is a division of MTV Networks, a subsidiary of Viacom. MTV Networks International includes the management and branding of 68 MTV channels around the world and other brands associated with MTV such as Nickelodeon, Comedy Central VH1, TMF, VIVA and Game One...
.
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
Local productions
Most local productions so far have been music-focused.- Hitorama
- Okus Znanih / Ukus Poznatih
- MTV Express
- MTV Takeover
- MTV Reporteri (broadcast on the Serbian feed only).
Entertainment / International programming
The channel currently carries the following international acquisitions in its schedule:- Audrina
- Awkward
- Blue Mountain State
- Chappelle's Show
- Disaster Date
- Jersey Shore
- Made
- MTV @ The Movies
- My Life As Liz
- Paris Hilton's Dubai BFF
- Plain Jane
- Randy Jackson presents: America's Best Dance Crew
- Reno 911
- Skins
- The Family Crews
- The Hard Times Of RJ Berger
- The Real World
- True Life
- When I Was 17
Availability
- MTV is distributed through local cable providers in the region as well as DTH satellite platforms such as Max TVMax TVDigital Cable System, the owner of Max TV, is a corporation of firms who provide DTH services of satellite television. Max TV is the third operator of this kind, and was launched in Romania in June 2005...
and TotalTVTotalTVTotalTV is the first Serbian Direct To Home platform, offering over 80 digital TV channels via satellite. Owner of platform is the largest Serbian cable operator Serbia Broadband - Srpske kablovske mreže ....
.
MTV Europe Music Awards: Best Adria Act
Local performers who appear on MTV are eligible to receive the Best Adria Act award at the annual MTV Europe Music AwardsMTV Europe Music Awards
The MTV Europe Music Awards were established in 1994 by MTV Networks Europe to celebrate the most popular music videos in Europe. Originally beginning as an alternative to the American MTV Video Music Awards, the MTV Europe Music Awards is today a popular celebration of what MTV viewers consider...
. So far, the winners have been:
-
SiddhartaSiddharta (band)Siddharta is a five-piece Slovenian rock band founded in 1995. They are named after the popular novel by German writer Hermann Hesse, Siddhartha.- History :...
(2005) -
Aleksandra KovačAleksandra KovacAleksandra Kovač is a Serbian singer-songwriter. She is the eldest daughter of eminent composer Kornelije Kovač and the elder sister of singer Kristina Kovač. Alongside her sister Kristina, Kovač came to media prominence as a part of girl group K2, and then launched a successful solo career in 2001...
(2006) - Van GoghVan Gogh (band)Van Gogh is a Serbian and former Yugoslav rock band from Belgrade. The band was formed in 1986, and released their debut alternative rock-oriented self-titled album the same year...
(2007) -
Elvir Laković LakaElvir Lakovic LakaElvir Laković, also known as Laka, is a Bosnian rock singer-songwriter, born in Goražde, Bosnia and Herzegovina.He attended music school there studying guitar, but he disliked the school's teaching methods and views towards music, and then subsequently quit the school...
(2008) -
LollobrigidaLollobrigida GirlsLollobrigida girls, also known as VIS Lollobrigida or Lollobrigida is originally a Croatian, Zagreb-based, female electro-pop/synthpop band. In 2008...
(2009) - GramophonedzieGramophonedzieMarko Milićević , most known as Gramophonedzie , is a Serbian DJ from Belgrade. He started his career in the year 2000 as participant at the Irish RedBull Music Academy. Milićević is known for producing the theme songs for Balkan versions of the TV show Big Brother...
(2010) - Dubioza KolektivDubioza kolektivDubioza kolektiv is a Bosnian band from Zenica, whose music consists of various styles ranging from Reggae, Dub and Rock intermixed with political lyrics along with uplifting and melodic tendencies.-History:...
(2011)