Pascale Paoli-Lebailly ©RapidTVNews | 26-09-2011
French lifestyle channel Vivolta has decided to enlarge its target audience, women between 30 and 40, and exploit its contents on all the digital platforms including web and interactive TV.
According to CEO Gaspard de Chavagnac, speaking to press agency AFP, the channel, which at launch in 2007 was aiming at the seniors and baby-boomers, changed its positioning last year, to offer lifestyle and women-oriented entertainment, talk-shows, reports and documentaries.
Tuning in to the digital age, Vivolta wants to become “women’s digital coach” with the launch of various services like web TV offering 5,000 videos, and a culinary blog.
Next year, Vivolta, which is run by independent group Télévista, will also develop new apps for tablets and connected TV that will include “Digital Mum” services.
Vivolta is now received by 32 million households in France, Switzerland and Belgium subscribing to CanalSat and Numericable and to IPTV platforms Orange, SFR and Free.