MTV promotes new European channel Adria

More than 50,000 people travelled to Trieste in northern Italy on 14 July for the Isle of MTV tour’s main event.

More than 50,000 people travelled to Trieste in northern Italy on 14 July for the Isle of MTV tour’s main event. MTV Networks International staged a waterfront open-air festival in the town’s piazza, featuring performances from The Chemical Brothers, Snoop Dogg and Garbage. MTV chose Trieste due to its proximity to the Croatian border and because of the forthcoming launch of MTV Adria for the eastern European market. Speedo sponsored the tour, which kicked off in Valencia on 10 June, as the final part of a two-year package, while Motorola returned as joint headline sponsor following a two-year absence from Isle of MTV.

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