Vice founder and chief executive officer Shane Smith has revealed aggressive expansion plans for its Viceland broadcast TV channel, as part of its bid to become a leading global youth media brand.
Amongst its new arrangements – unveiled at the Cannes Lions 2016 festival – is a partnership with The Times Group of India and the MOBY Group market entry across digital, mobile and linear in India and the Middle East.
Vice is also partnering with SBS Australia, Sky New Zealand, Multi Channels Asia, Econet Media, and Groupe V Media to launch Viceland channels across Southeast Asia, Africa, Australia, New Zealand and French Canada.
“Today I have something to confess; I am a liar, I lied,” said Smith on 22 June. “Earlier this year it was widely reported that I announced that we would launch Viceland in 12 countries in 12 months and that is not true.
“We will in fact be launching in 44 countries – for those keeping score, that’s less than 4 months in, making Viceland the fastest growing television network in history. Forgive me my sins I love you all.”
The deals range from three-screen market entries in India and the Middle East, to 24 hour TV channels across Australia and New Zealand to complement existing local digital and mobile businesses, a linear-first venture in Africa and a stand-alone TV channel across South East Asia. They aim to bring Vice’s youth-focused content to as many territories as possible, mixing local and international news, culture and lifestyle programming to young viewers across online, television and mobile.
“I am excited with this partnership since Vice brings in a certain edginess and boldness to covering stories that the Indian market has not seen,” said Time Group managing Director Vineet Jain. “I am confident that jointly, we will capture the attention of the millennials and help them get a deeper understanding of events and their implications to society.”
Vice Media also announced the first implementation of tech company Mirriad and Havas’ Arena Media’s global tech and content partnership, digitally integrating a brand into video content.
Arena Media will be the first agency to run a native in-video ad campaign with client Bushmills, airing on the Viceland network.
“Ad blocking is part of our world and we need to innovate and offer new solutions,” commented Havas Media Group global managing director Dominique Delport. “We must create, not defend. Mirriad’s technology combined with our programmatic and data capabilities means that brands can engage audiences by offering entertainment and value.
“As video continues to grow, this style of disruption will change the way we think about our industry. Instead of talking defensively about the threat of ad blocking we will celebrate the flourishing world of creative video content.”
