MTV Adria was a localized version of the American channel MTV, customized for the Balkan countries that used to be constituent parts of Yugoslavia. It served the following countries: Bosnia and Herzegovina, Croatia, Macedonia, Montenegro, Serbia and Slovenia.

History of MTV Adria

Branding

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 some locally produced content and 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 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:

International music initiatives & programming

Local productions

Most local productions were music-focused.

Entertainment / International programming

The channel carried the following international acquisitions in its schedule:

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 MTV Networks International'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:

Availability

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

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:

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. 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: