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MTV is due to launch a new music and comedy channel in the UK today [26th Oct 09] called VIVA. Available to freeview users on channel 21; it’s intended to replace its older music station, TMF.

The launch is backed-up by a reported seven-figure TV and Print marketing campaign, which focuses on the phrase ‘Up Your Viva!’ with characters challenging each other to ‘Up…’ theirs.

Zoe Harris, MTV’s UK Networks Marketing Director, says “The brief was to create a campaign that sells the unique personality of VIVA which is celebratory and down to earth It is about fun and frivolity and a unique combination of programming that only MTV Networks can provide.”

Viva will show a mixture of content from other Viacom channels including Comedy Central and MTV. This will include classic TV shows such as ‘South Park’ and ‘Two and a Half Men’ and more popular shows like ‘The Hills’ and ‘Scream Queens’ as well as established music programs.