MTV to relaunch entertainment channel

MTV Networks is relaunching its entertainment channel TMF (The Music Factory) and rebranding it as Viva.

The changes will go live on 26 October and will be supported by a seven-figure marketing campaign.

The “Up your Viva” campaign launching on 19 October, will aim to capture the channel’s fun and frivolous nature, according to MTV Networks marketing director UK Zoe Harris.

Activity will include on-air promotions across the MTV network, followed by ads on ITV, Channel 4, Five and Sky. It will also launch outdoor and press ads.

The campaign was created and produced by the media company’s newly appointed lead agency Quiet Storm, which won the account follwing a pitch. Media has been planned by Equinox.

The channel, aimed at 16-34 year olds, comprises of a mix of content from the US, including The Hills and Two and a Half Men, as well as established music programming.

Heather Jones, executive VP of content, creative, music and comedy at MTV Networks, says: “Viva is not simply a new-look TMF but instead a completely new channel. TMF has, for a long time been about more than simply music so it deserves an identity that reflects its output.”

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