VIVA (TV station)
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|Logo from 1 January 2011|
|Launched||1. December 1993|
|Owned by||Viacom (2004–)
VIVA MEDIA AG (1993–2004)
|Picture format||16:9 (Germany, United Kingdom-Republic of Ireland, Poland)
Republic of Ireland
|Sister channel(s)||MTV, Comedy Central, Nickelodeon|
|Astra 19.2 (Germany)||11.973Ghz Vertical|
|Astra 19.2 (Austria)||12.148Ghz Horitzontal|
|Canal+ (Spain)||Channel 361|
VIVA is a free-to-air German-language music television channel, first broadcast on 1 December 1993. A consortium of broadcasters and record companies led by Time Warner, Sony Television, Polygram Records and EMI Music, but not the German-based Bertelsmann Music Group, saw the investment in VIVA as an antidote to the "vain posturing power of MTV Networks executives", according to Germany's Süddeutsche Zeitung.1
Executives at US media giant Time Warner, keen on increasing their market share of its music repertoire and business in Germany, planned the new TV station in 1992. Eventually, they recruited DoRo Productions, producers of music videos for notable acts such as Queen, The Rolling Stones, David Bowie, in the design of the music channel. VIVA became an immediate success with the audience, while ultimately providing German artists with a music channel that could help expose their music to the German audience. After many years of fierce competition for audience share, MTV Networks Europe eventually acquired VIVA on 14 January 2005 after it had outran its own efforts for better ratings. MTV today operates VIVA channels across Europe, in Germany, Austria, Switzerland, Poland, Hungary, the United Kingdom and Republic of Ireland.
|Owner||MTV Networks Europe|
|Launch date||1 December 1993|
|Official website||VIVA Germany|
The concept behind VIVA originated in 1992, when major record labels were frustrated by MTV Europe's decision to program mostly English-language music videos to the Germanophone markets, in what was perceived as its refusal to play major German-speaking artists. Time Warner executives Tom McGrath and Peter Bogner assembled a group of record labels that included its very own Warner Music, EMI Music, Polygram Records and Sony Television along with Frank Otto, Apax Partners, and Austrian producers Rudi Dolezal and Hannes Rossacher of DoRo Productions. In a concept paper of Time Warner, Peter Bogner analyzed MTV's market position as vulnerable, and "while MTV is betting on a diet of pure Anglo-American video clips, VIVA should broadcast at least 40% more German music."1
With Dieter Gorny eventually as its second managing director on board, VIVA applied for cable carriage licenses in the various German Bundesländer. DoRo Productions designed the original programming format which while clearly a music video channel, sought to differentiate itself from MTV not just by having a German speaking voice, but by speaking directly to the differences in pop culture between Germany and the anglophone MTV.
Ironically, before launching the channel, the labels offered to fund MTV in a German-speaking version but were rejected by MTV management at the time, as it espoused a "one world, one language" programming philosophy (at least for Europe since the Latin American Channels used Spanish and Portuguese). On 21 March 1995, a second channel, VIVA Zwei ("VIVA Two"), was created, concentrating on lesser known and more independently produced music. On 7 January 2002, it was renamed VIVA Plus and its concept changed to a channel dedicated purely to pop and mainstream music for a younger generation of viewers. VIVA Plus shut down on 14 January 2007. It became Comedy Central Deutschland the next day.
Since 1995, VIVA holds an annual pop music award ceremony and awards a price known as the Comet. During the 2003 award ceremonies, VIVA openly expressed an anti-Iraq War view. Later that year, VIVA got bad press after it was discovered that it had given Universal Music an unfair advantage in the placement of their music videos.
After MTV introduced a German language version of itself, the competition between the two stations increased. VIVA was widely perceived as the more mainstream-oriented channel for younger viewers, while MTV Germany was directed at youths and young adults with some more edgier programming. Since the acquisition of VIVA by Viacom, MTV Germany mostly broadcasts reality TV shows. VIVA has become the music channel with chart shows and other similar programmes, which are mostly directed at a mainstream audience. Viacom introduced a programming scheme that allows the station to be run by just 40 people, so many previous employees were made redundant.
From January 2011, under a major shakeup at MTV Networks Germany, VIVA continues to be part of MTV Networks Germany's free-to-air package and the channel will become the main music and entertainment brand within Germany while complemented by its sister channels MTV Germany and MTV Brand New, which are now pay TV.2 VIVA Germany received a new look and on-air branding from 1 January 2011.3 The new look of VIVA joins the four triangles of the new logo into one triangle, putting the angle of VIVA into one heart.
Since March 22, 2011, Viva broadcasts only in 16:9. Programs produced in 4:3 are cropped to 14:9 and black bars are added left and right. VIVA HD Germany, a simulcast in 1080i high-definition, launched on May 16, 2011. It is available via IPTV from Deutsche Telekom.
VIVA Schweiz timeshares with Nickelodeon Switzerland and features music videos with SMS Quizzes as well as AstroTV simulcasting. It launched on 6 September 2000. This channel serves the German speaking regions in Switzerland.
VIVA Austria is a simulcast of music and entertainment channel VIVA Germany. The channel began to localize for Austrian viewers in 2001 to 2003 and then again on 1 June 2006. The Austrian version carries localized advertising and sponsorship. Viva Austria now shares its frequency with the localized version of Nickelodeon. On 1 January 2011, VIVA Austria took over the frequency of MTV Austria which then moves into pay TV. It can be identified on air by the uppacase letters AT shown next to the logo.
VIVA Austria in 2011 ran on the same program as in Germany and couple programmes their own production (VIVA Austria Top 20 and VIVA PUR).
VIVA Hungary is a 24 h music and entertainment channel (it was 10 h before May 2001). The channel was launched on 1 February 2000. Like its sister channels, the channel features localized music videos, programming, presenters and chart shows. It had more changes in 2 April 2012.
VIVA Poland is a 24 h music and entertainment channel. The channel launched on 10 June 2000. Like its European sister channels, the channel features localized music videos, programming, presenters and chart shows.
On July 17, 2012 VIVA Poland switched to 16:9 picture format and started to use the new logo.
|Justyna Kozłowska||2006 - present|
|Katarzyna Kępka||2004 - present|
|Dariusz Rusin||2002 - 2013|
|Natalia Jakuła||2008 - 2012|
|Country||United Kingdom and Republic of Ireland|
|Owner||MTV Networks Europe|
|Launch date||10 October 2009|
- TMF, a similar defunct channel to VIVA that was available in the Netherlands and Flemish speaking parts of Belgium before being replaced by localized versions of MTV. Both VIVA and TMF are operated by MTV Networks Europe.
- Viva Zwei
- VIVA Germany & Austria website
- VIVA Switzerland
- VIVA Polska
- VIVA Hungary
- VIVA UK & Ireland
- (German) website of the VIVA Media AG
- (German) website of the TV channel VIVA
- (German) report in Die Welt about the planned massive reduction of staff in VIVA
- Hans-Jürgen Jakobs (10 January 2005). "Der V-Faktor". Süddeutsche Zeitung. Retrieved 26 April 2012.
- "INFORMACJA O PODSTAWOWYCH PROBLEMACH RADIOFONII I TELEWIZJI W 2012 ROKU". krrit.gov.pl. 19 March 2013.
- Plunkett, John (16 October 2009). "MTV replaces TMF with Viva". The Guardian (London). Retrieved 27 May 2010.
- "VIVA.tv". Viva. Retrieved 14 October 2009.
- "Rebranding – TMF". AGB Nielsen Media Research. 14 October 2009.