Vice Media partners with A+ E Networks to launch own cable TV channel Viceland

MUMBAI: Vice Media is all set to launch its cable TV channel in partnership with A+E Networks. With this move, Vice will become the first digital media company to have its own cable TV channel. The new channel, Viceland will go live from 14 March 2016. Catering to a younger audience, the channel aims at reinventing traditional TV ad model and has rostered majority advertisers.

The channel will carry only about half of the 18 minutes of ads that most cable networks air in an hour of programming. Advertisers on board are Unilever PLC, Bank of America Corp., Smirnoff maker Diageo PLC, watch and apparel maker Shinola, Bushmills whiskey, Mailchimp, Samsung Electronics Co., T-Mobile US Inc. and Toyota Motor Corp.

Within six months’, Viceland wants roughly half its advertising inventory to be made up of native ads packaged to look like editorial content and keep audiences from tuning out. These spots will frequently be longer than a typical 30-second ad and will be tailored specifically for the network.

Talking about the new launch, Viceland co-president and Vice chief creative officer Eddy Moretti informed the Wall Street Journal, “We are trying to displace the clutter by injecting some humanity and authenticity.” He further added, “If we create a user experience that is more engaging than what else is on the dial, people won’t flip.”

Vice, which was valued at nearly $4.5 billion last year in a recent funding round, isn’t alone in identifying that the barrage of traditional ads that appear on most cable channels are a turnoff for viewers, particularly younger ones who have grown up with Netflix, DVRs and ad-blocking software.

This is Vice’s second foray into content, when Vice Media had made its first foray into basic cable nearly a decade ago, with programming on MTV2, but its  scrappy documentaries sent advertisers fleeing. 

Latest Reads
Deloitte India associates with News Broadcasters Federation

News Broadcasters Federation (NBF) has partnered with Deloitte India to launch an integrated performance and rewards forum for the news broadcasting industry. This is the first-ever such association in the media domain.

Television TV Channels News Broadcasting
News18 Madhya Pradesh/Chhattisgarh launches 'Park Ki Peeda' campaign

Mumbai: Public parks are a key element in any urban landscape today and with changing lifestyles and increasing construction the importance of public parks has increased manifold. These are areas that create a sense of community besides being the green lungs for the local area. Given the...

Television TV Channels Regional
Mashal Sports announces schedule for PKL season eight

Mashal Sports has announced the schedule of the first half for Vivo Pro Kabaddi League season eight that will begin from 22 December at 7:30 p.m. The entire season will be conducted at the Sheraton Grand Bengaluru Whitefield Hotel and Convention Centre without spectators.

Television TV Channels Sports
Prasar Bharati developing next generation broadcast solution

Prasar Bharati has entered into an MoU with IIT Kanpur to develop next generation broadcast solution/roadmap for digital terrestrial broadcasting consistent with emerging standards such as 5G broadcast.

Television TV Channels Viewership
Mallika Petkar joins Viacom18 as senior vice president - sports

Viacom18 has appointed Mallika Petkar as senior vice president – sports. Petkar was previously working with Disney+ Hotstar as head of SMB growth strategy and inside sales since March 2019.

Television TV Channels People
Supreme Court defers NTO 2.0 hearing to 15 February 2022

The Supreme Court bench of Justices UU Lalit, S Ravindra Bhat, and Bela Trivedi has deferred hearing in the New Tariff Order (NTO) 2.0 case to 15 February 2022. The matter pertains to a bunch of petitions filed by IBDF and certain broadcasters against the Bombay high court order on the...

Television TV Channels Terrestrial
9X Media CBO Punit Pandey takes additional charge of revenue

Mumbai: 9X Media’s chief business officer (CBO) Punit Pandey has taken additional charge of revenue for the network. Being part of 9X Media’s executive team, he will continue to work closely with the board of directors to drive the next phase of growth for the network. An industry veteran with over...

Television TV Channels People
Pogo launches Telugu language feed

Mumbai: WarnerMedia kids’ entertainment TV channel Pogo has announced a new Telugu language feed to reach more homes in Andhra Pradesh and Telangana.

Television TV Channels Kids
Zeel acquires media rights for Emirates Cricket Board’s UAE T20 League

Zee Entertainment Enterprises Ltd (Zeel) has signed a 10-year media rights deal with Emirates Cricket Board (ECB) for their upcoming UAE T20 League. The broadcaster makes its return into sports broadcasting after its non-compete agreement with Sony Pictures Networks (SPN) India expired.

Television TV Channels Viewership

Sign up for our Newsletter

subscribe for latest stories

* indicates required