The station started broadcasting on September 1, 2005, to Serbia, Slovenia, Croatia, Bosnia and Herzegovina, Macedonia and Montenegro. The program targets primarily young urban adults. It makes a point of omitting the turbo folk musical genre that's popular in the region. The role of MTV Adria's musical editor is performed by Žiga Gombač, and 20% of the channel's airtime is reserved for content from the Yugoslav successor states.
Local performers who appear on MTV Adria are eligible to receive the Best Adriatic Act award at the annual MTV Europe Music Awards. So far, the winners have been: