posted by Sandra Antonovic

MTV
does 10:10 in Balkan & Adriatic

Great news! MTV Serbia joined us and will make efforts to cut on their carbon emissions this year. 

There are so many ways to do 10:10 in a TV station – recycling paper and plastic, recycling old tapes and equipment, using energy saving light bulbs and travelling by train for business!

MTV Serbia derived from MTV Adria - a pan-adriatic version of the music and entertainment channel MTV, available in Macedonia, Slovenia, Croatia, Serbia, Montenegro and Bosnia and Herzegovina. The channel launched on September 1, 2005 replacing MTV Europe within the region.

MTV is the dynamic, vibrant experiment at the intersection of music, creativity and youth culture. For over 28 years, MTV has evolved, challenged the norm, and detonated boundaries - giving each new generation a creative outlet and voice that entertains, informs and unites on every platform and screen.

MTV was re-launching and refreshing the brand in Serbia/Croatia/Slovenia and across the former Yugoslavia (Balkan & Adriatics) region in 2009, as evidenced by its campaign, “Moj MTV.” The campaign highlights the positive changes MTV is making on air, on line, and on the ground so that its audience, individually and collectively, will again identify and interact with MTV as their own. On air graphics, promos and advertising breaks are now broadcast in the language of each specific market. The actual programming is however identical, being simulcasted on 3 feeds. English language shows are subtitled in Slovenian, Croatian, Serbian and Macedonian.

As part of this effort, MTV is expanding its activities in Serbia and Croatia - beefing up its offices in Belgrade and Zagreb and deepening its relationships with key actors in both countries. At the same time, it is maintaining its essential presence in Slovenia, and exploring ways to further develop MTV in Bosnia and Herzegovina, Macedonia and Montenegro.

With new state-of-the-art technology, MTV also has launched separate “feeds” for Serbia, Croatia, and Slovenia, meaning that on air graphics, versioning of programs, and advertising breaks will be in the language specific to the specific market. This provides greater advertising relevance to both the consumer and the advertiser, resulting in more effective and valuable marketing for both.

A critical, substantive part of MTV’s new approach in the region is a refocus on the “M” in MTV – Music. MTV is ramping up its support for and broadcast of videos from each country in the region, and giving young artists real and sustained exposure for their music– both within their country and out to their neighbors. As a result, viewers are seeing and hearing more local and regional music, and discovering more foreign artists than ever before.