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Media
MTV relaunches TMF as Viva
By CMU Editorial | Published on Monday 19 October 2009
MTV has relaunched its TMF channel as Viva, which will include comedy and reality shows as well as music. It’s a significant move because it means there will be more non-music based MTV content available to Freeview viewers – TMF and now Viva airs on the free to view digital network as well as via Sky and Virgin Media.
The change is possibly a response to the relaunch last year of TMF’s Freeview rival The Hits, as 4Music. A greater range of programming was added to The Hits as a result of the JV between Channel 4 and the channel’s original owners Bauer.
Confirming the launch of MTV Viva last week, MTV Networks Director Of Telly Heather Jones said this: “Viva is about fun and frivolity and not taking yourself too seriously, it’s a real antidote to the daily grind. It is not simply a new-look TMF but instead a completely new channel with a unique blend that only we at MTVN can create because of our hefty credentials in producing and broadcasting music, comedy and entertainment programming”.
She continued: “TMF has for a long time been about more than just music, so it deserves an identity that reflects its output. MTV has a long history of ensuring the look and feel of our channels remains current and vital and in tune with the 16-34 year old audience. VIVA will fulfil these objectives and deliver a fresh, independent general entertainment channel to viewers whilst continuing to utilise TMF’s strong music heritage including The Official Chart Show, a firm favourite of TMF viewers”.
