Viva, the working title of a planned German-lingo, MTV-style music channel, is tentatively slated to bow Aug. 19. New German infotainment web Vox will help kick off the new channel, which is hoping to raise around $ 62.5 million for its launch.
Warner Musik Germany and Thorn EMI have been named as possible partners in the venture, which has been taken over by a Hamburg-based production company. Dieter Gorny, chief of PopKomm, which originated the project, told Variety he’s doubtful if financing can be raised by the planned August launch.
Germany is the third-largest market for the recording industry, and Viva is seen as a venue for promoting more local talent at home.
A formal announcement regarding Viva’s plans is skedded for next week.