MTV România

MTV România was the Romanian regional edition of the MTV music-television brand. It launched on 15 June 2002 as MTV's tenth regional channel in Europe and its second in Eastern Europe after MTV Poland. The launch was marked by a large concert at Bucharest's Lia Manoliu Stadium featuring Enrique Iglesias. The channel assumed the broadcast licence previously used by MCM România, a Romanian franchise of the French music channel MCM. The service combined internationally distributed MTV programming with locally produced Romanian music and entertainment content. Its schedule included music-chart formats, request shows, artist interviews, reality programming, comedy and youth-oriented series. Local or localized formats included Hitlist Romania, Dance Floor Chart, Romanian editions of Total Request Live and other MTV franchises. International programmes carried during its early years included The Osbournes, Yo Momma, Pimp My Ride, Punk'd, Boiling Points, Daria, Beavis and Butt-Head, and Where My Dogs At?. Long-running MTV music blocks such as Party Zone, Stylissimo and Yo! MTV Raps were also part of the channel's schedule, alongside localized or adapted strands such as Chill Out Zone, Alternative Nation and Superock. The channel developed a visible on-air talent operation. Presenters and VJs associated with the Romanian service included Ella Voineag, Oana, Laura Cosoi, DJ Dox, Diana Munteanu, Liviu Stanciu, Cristina Cepraga, DJ Wanda, Cornel Moraru, Mircea Zara, Karina, Raluca Balajel, Marian Nedelcu and Radu Vâlcan. In January 2007, MTV România introduced TRL România, a local version of MTV's Total Request Live. The programme was broadcast twice weekly from an Orange concept store on Calea Victoriei in Bucharest, while the international edition continued to occupy other schedule slots. MTV România also used events and public initiatives to connect the MTV identity with Romanian audiences. Its annual birthday concert, MTV Day, became a recurring live property. Between 2002 and 2007, the channel staged the MTV Romania Music Awards in several Romanian cities, presenting awards for the local music industry and featuring international guests. The service additionally participated in social-awareness initiatives, including MTV EXIT and Staying Alive, in cooperation with Romanian authorities and partner organizations. MTV România ceased broadcasting at midnight on 1 March 2019. It was replaced by MTV Global, which retained Romanian subtitles and local advertising rather than the former dedicated Romanian channel identity. The final music video broadcast by the channel was Alexandra Stan's “I Did It, Mama!”. Its closure ended the period in which MTV maintained a fully localized Romanian television service, although the MTV brand continued to be available in Romania through the replacement feed.

MTV România was established as a localized Romanian service within MTV's European regional-channel network. It began broadcasting on 15 June 2002, becoming the tenth MTV regional channel in Europe and the second serving an Eastern European market after MTV Poland. The opening ceremony took place at Bucharest's Lia Manoliu Stadium and featured a concert by Enrique Iglesias. Before the launch, the same broadcast licence had been used by MCM România, a Romanian franchise of the French music channel MCM. The Romanian service was designed around a hybrid programming model. It carried international MTV series and music strands while producing or adapting content for Romanian viewers and artists. Early schedules included Romanian music programming, chart shows and presenter-led formats alongside imported reality, comedy and youth programmes. Among the internationally sourced titles associated with the channel were The Osbournes, Yo Momma, Pimp My Ride, Punk'd, Boiling Points, Daria, Beavis and Butt-Head, and Where My Dogs At?. MTV's established music blocks, including Party Zone, Stylissimo and Yo! MTV Raps, also appeared on the service. Other strands, such as Chill Out Zone, Alternative Nation and Superock, were localized or adapted for the Romanian schedule. Local presenters were an important part of the channel's identity. The Romanian MTV operation employed a succession of VJs and hosts, including Ella Voineag, Oana, Laura Cosoi and DJ Dox, as well as Diana Munteanu, Liviu Stanciu, Cristina Cepraga, DJ Wanda, Cornel Moraru, Mircea Zara, Karina, Raluca Balajel, Marian Nedelcu and Radu Vâlcan. Their work connected international MTV formats with Romanian music news, artist appearances and audience interaction. The channel expanded its local-format portfolio with TRL România, which premiered on 23 January 2007. The programme was a Romanian adaptation of Total Request Live and aired twice a week from an Orange concept store on Calea Victoriei, a prominent commercial avenue in central Bucharest. The international TRL edition continued to be shown on other days. This arrangement illustrated MTV România's broader strategy: preserve recognizable MTV franchises while giving them a local setting, language and presenter team. Events formed another part of the service's public profile. MTV Day was organized annually as a birthday concert and helped position the channel as a live-music promoter as well as a broadcaster. From 2002 through 2007, MTV România also held the MTV Romania Music Awards in different Romanian cities. The awards focused on the Romanian music industry and included international guest performers. Editions were staged in Bucharest, Cluj-Napoca and Sibiu, generally during June. The channel also participated in social initiatives such as MTV EXIT and Staying Alive, working with Romanian authorities and partners on public-awareness activity. The dedicated channel was ultimately discontinued during a wider shift away from fully localized MTV feeds. At midnight on 1 March 2019, MTV România stopped broadcasting and MTV Global took its place. The replacement service retained Romanian subtitles and local advertising but did not continue the former Romanian channel as a separate branded feed. The last song shown on MTV România was Alexandra Stan's “I Did It, Mama!”. The closure ended the channel's seventeen-year run as a Romanian regional MTV service.

• 2019

  Dedicated Romanian feed closes

  [1]MTV Româniaen.wikipedia.org

  MTV România ends transmission on 1 March and is replaced by MTV Global with Romanian subtitles and local advertising.

• 2007

  TRL România premieres

  [1]MTV Româniaen.wikipedia.org

  The localized Total Request Live format premieres on 23 January, airing twice weekly from an Orange concept store on Calea Victoriei in Bucharest.

• 2002

  MTV România launches

  [1]MTV Româniaen.wikipedia.org

  The Romanian regional channel begins broadcasting on 15 June with a launch concert by Enrique Iglesias at Lia Manoliu Stadium in Bucharest.

• 2002

  MTV Romania Music Awards are introduced

  [1]MTV Româniaen.wikipedia.org

  MTV România begins a series of Romanian music-industry award shows, held in different cities and featuring international guests.

A youth-oriented Romanian music and entertainment channel combining local programming, Romanian artists and events with MTV's international music, reality and comedy formats.

• Pay television channel · 2002

  MTV România channel

  The core Romanian MTV service operated as a localized pay-television channel from 2002 until 2019. It combined Romanian music coverage and locally presented shows with MTV's international music, reality, comedy and youth programming. The dedicated feed was replaced by MTV Global on 1 March 2019.

• Music television programme · 2007

  TRL România

  A Romanian adaptation of MTV's Total Request Live, TRL România focused on music requests, artists and youth culture. It premiered in January 2007 and was broadcast twice weekly from an Orange concept store on Calea Victoriei in Bucharest.

• Live music event

  MTV Day

  MTV Day was the channel's recurring birthday concert. The event extended MTV România's presence beyond television and provided a platform for live performances and audience engagement.

• Music awards · 2002

  MTV Romania Music Awards

  Held between 2002 and 2007, the MTV Romania Music Awards recognized activity in the Romanian music industry. Ceremonies took place in Bucharest, Cluj-Napoca and Sibiu and included international guest performers.

• MTV EXIT

  Romania

  MTV România participated in MTV EXIT, a social-awareness initiative, in cooperation with Romanian authorities and partner organizations.

  Source
• Staying Alive

  Romania

  The channel took part in Staying Alive as one of its public-interest initiatives conducted with Romanian authorities.

  Source

• 2019

  Replace the dedicated Romanian feed with MTV GlobalStrategy

  Background

  The dedicated Romanian MTV service was discontinued after operating for roughly seventeen years.

  Action taken

  At midnight on 1 March 2019, MTV Global replaced MTV România, retaining Romanian subtitles and local advertising.

  Aftermath

  The Romanian market no longer had a separate MTV channel feed under the MTV România identity.

  Source

• 2019

  MTV România shuts down and is replaced by MTV Global[1]MTV Româniaen.wikipedia.org

  Other

  The dedicated Romanian channel ended operations at midnight on 1 March 2019. MTV Global replaced it with Romanian subtitles and local advertising. Alexandra Stan's “I Did It, Mama!” was the final song broadcast.

• 2007

  TRL România begins local broadcasts[1]MTV Româniaen.wikipedia.org

  Product launch

  MTV România introduced its Romanian edition of Total Request Live on 23 January 2007. The programme was broadcast twice weekly from an Orange concept store on Bucharest's Calea Victoriei.

• 2002

  MTV România launches as a dedicated Romanian regional channel[1]MTV Româniaen.wikipedia.org

  Product launch

  MTV România began broadcasting on 15 June 2002 as MTV's tenth regional channel in Europe and its second in Eastern Europe. Its launch was accompanied by an Enrique Iglesias concert at Bucharest's Lia Manoliu Stadium.

1. 1MTV Româniaen.wikipedia.org