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CANNES — Vice Media has appointed Arjan Hoekstra as the European general manager of Viceland, its lifestyle and entertainment television network. The network, which launched in the U.S. and Canada in February, will debut in the U.K. and Ireland in September. Hoekstra will guide the “aggressive expansion” of the network across the rest of Europe.

Hoekstra most recently served at Discovery Networks Asia Pacific, where he was responsible for developing the overall strategies for DNAP’s business, to drive revenue across advertising and affiliate sales and build the portfolio’s core brands within the Asia Pacific region. There, he oversaw a portfolio of nine factual, lifestyle, sports and kids brands, which reach more than 600 million cumulative subscribers in 36 countries.

Prior to Discovery, Hoekstra was chairman and managing director of Eurosport Asia-Pacific. Based in Hong Kong, he was in charge of Eurosport’s business in the Asia Pacific region, launching the Eurosport and Eurosportnews channels in more than 20 territories around the region. Before moving to Asia, Hoekstra was appointed Eurosport’s director of business development and was part of the senior management team.

Hoekstra said: “I have witnessed Vice’s meteoric rise to establish themselves as the most dynamic, creative and, quite frankly, most exciting media brand and content studio on the planet. I am delighted to be joining the team during this period of expeditious growth as we look to launch Viceland across Europe.”

Viceland features hundreds of hours of original programming, including “Gaycation” (with Ellen Page and Ian Daniel), “Huang’s World” (with Eddie Huang), “Noisey “(with Zach Goldbaum), “F*ck, That’s Delicious” (with Action Bronson), “Weediquette” (with Krishna Andavolu) and “Balls Deep” (with Thomas Morton).

Over the past year, Vice has entered into a number strategic partnerships with leading media, technology and telecommunications companies from Sky to HBO to Verizon to Spotify to distribute its content across all platforms.