Vice has gone live with their 24-hour cable network Viceland in an attempt to entice Millennials back to television. The self-proclaimed “number one, fastest-growing youth media company in the world” plans to only offer nine minutes of ad time an hour—half of what is seen on the average U.S. cable network—and has already signed on brands such as Samsung, Unilever, and T-Mobile. They’re hoping to “to rewrite the rules of TV programming and advertising” with a focus on branded and sponsored content that reflects Vice’s “provocative” tone. Viceland’s co-president reports they are “trying to displace the clutter by injecting some humanity and authenticity,” and ultimately create an engaging experience that keeps young viewers from changing the channel. (brandchannel)
