MTV replaces TMF with Viva
UK channel Viva to offer 'unique blend' of MTV's reality shows, comedy and music TV
MTV is to launch a UK comedy and music TV channel, Viva, replacing its seven-year-old music station, TMF.
Viva will feature MTV series such as The Hills and Scream Queens alongside early episodes of US comedies including Two and a Half Men and South Park and the "best in rock and pop music", said the broadcaster.
The MTV Networks director of television, Heather Jones, said Viva was "about fun and frivolity and not taking yourself too seriously" and 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," Jones added. "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- to 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."
The new channel will broadcast on Freeview, Sky Digital and Virgin Media in the slots currently occupied by TMF, which launched in the UK in 2002.
Viva has existed as a music TV brand in Germany since 1993; MTV bought a 75% stake from its private owners, Viva Media, in 2004. There are also Viva channels in Austria, Hungary, Poland and Switzerland.
John Plunkett
Friday 16 October 2009 10.23 BST
guardian.co.uk © Guardian News and Media Limited 2009
UK channel Viva to offer 'unique blend' of MTV's reality shows, comedy and music TV
MTV is to launch a UK comedy and music TV channel, Viva, replacing its seven-year-old music station, TMF.
Viva will feature MTV series such as The Hills and Scream Queens alongside early episodes of US comedies including Two and a Half Men and South Park and the "best in rock and pop music", said the broadcaster.
The MTV Networks director of television, Heather Jones, said Viva was "about fun and frivolity and not taking yourself too seriously" and 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," Jones added. "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- to 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."
The new channel will broadcast on Freeview, Sky Digital and Virgin Media in the slots currently occupied by TMF, which launched in the UK in 2002.
Viva has existed as a music TV brand in Germany since 1993; MTV bought a 75% stake from its private owners, Viva Media, in 2004. There are also Viva channels in Austria, Hungary, Poland and Switzerland.
John Plunkett
Friday 16 October 2009 10.23 BST
guardian.co.uk © Guardian News and Media Limited 2009
