VIVA

COUNTRY: Canada

LAUNCH DATE: In 2008, CTVglobemedia sold Canadian Learning Television (CLT) to Corus Entertainment, which then relaunched the network as VIVA.

OWNERSHIP: Corus Entertainment Inc.

DISTRIBUTION: VIVA is currently available in 5 million households.

DESCRIPTION: Positioned as the television destination for women 35 to 64 who want entertainment that celebrates, inspires and guides them.

SENIOR MANAGEMENT:
VP, Programming: Joanna Webb
Director, Programming: Renee Skea
Director, Original Programming: Vibika Bianchi

PROGRAMMING STRATEGY: Under the Corus Entertainment umbrella alongside the women’s specialty networks Cosmopolitan TV and W Network, VIVA targets the "boomer" generation, with a heavy female skew. Its schedule is packed with dramas, critically acclaimed films and contemporary lifestyle programming.

"There are presently no other Canadian networks targeting boomer women," says Joanna Webb, the VP of programming, about the network’s unique position. "The VIVA schedule offers viewers an opportunity for continuous learning and new discoveries with a schedule that offers a mix of health and wellness programs, unique food, nutrition and cooking shows, financial help, factual crime and paranormal series, critically acclaimed dramas and great movies of our time."

About 65 percent of its slate is acquired fare, Webb adds. "We acquire from various U.S. studios, Canadian, U.S. and U.K. distributors. Generally we acquire lifestyle programs in genres that complement our original productions." Original productions for VIVA include Dollars & Sense with Alison Griffiths, He Said She Said with Ken & Mary Jo, Psychic Investigators and Ghostly Encounters.

Top performers overall for VIVA are, among others, You Are What You Eat, Maxed Out, The Shopping Bags and Rescue Mediums. Dramas also play prominently on the channel’s schedule, the likes of Judging Amy and Medium. Other viewer favorites come in the way of movies. Every Sunday starting at 6 p.m., VIVA airs back-to-back classic films. This includes movies like Don Juan DeMarco, The Way We Were, The Graduate and Romancing the Stone.

WHAT’S NEW: This month, the network launched VIVA Cuisine, a new food block that airs Monday to Sunday at 4 p.m. With the launch of the block, VIVA added three new series to its schedule: Rachel Allen: Bake!, Everyday Food and Nigella Bites.

This summer, VIVA launches three original productions: Tosca: Flexing at 49, The Healthy Gourmet and Chef Worthy, as well as new episodes of original series Simple Fresh Delicious, Ghostly Encounters and Psychic Investigators. In June, The Closer joins VIVA’s grid in its inaugural season. 

With a website relaunch planned for mid-June, Myviva.ca will extend the VIVA on-air experience, giving viewers an opportunity to learn more about their favorite VIVA shows and interact with the content.

"Viewers will also be able to indulge in recipes from our new programming block VIVA Cuisine," explains Webb of the enhanced features. "As more food-related shows are introduced into the schedule, the food section will be expanded to include videos, tips and tools such as measurement converters and calorie counters."

Myviva.ca will support the VIVA Cinema block with movie-related trivia and quizzes. Users can also read the blog Chocolate for Breakfast. Just Because. "The blog will be a new way for VIVA to stay connected to viewers and to hear first hand what matters to them," Webb says. "It unapologetically celebrates life’s fun, foibles and friendships."

WEBSITE: www.myviva.ca