VIVA stands for pop and fun and is aimed at a predominantly female target group of 14-29 year-olds. Launched in 1993, VIVA reaches 38.5 million viewers in Germany and Austria. VIVA Switzerland provides its viewers with their own programming and already reaches 2.1 million households in German-speaking Switzerland.
More than 75% of the VIVA content is music related with a focus on chart-oriented pop music plus entertainment shows, cartoons and coverage of big German events like the VIVA COMET music awards.
VIVA’s online platform viva.tv attracts 2.5 million unique users each month with 2.6 million content streams.
VIVA UK features entertainment and reality shows, award-winning comedy, popular music and original entertainment programming. The channel is aimed at a mindset, not a demographic – people looking for light-hearted entertainment. Given this outlook on life, the audience is unsurprisingly younger (broadly 16-44 years but with a core audience of 16-34 year olds).
Launched in 2009 with the infamous rally cry ‘UP YOUR VIVA’ the channel has been growing fast, recording significant uplifts for its two key audiences with reach increasing by 21% for adults and 10% for 16–34s. The VIVA UK Facebook fansite has attracted 877,000 people to date.
The channel is a top 20 Freeview channel among adults and a top 10 channel among 16–34 year olds.