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VMMa acquires Vitaya lifestyle channel
By Robert Briel
Published: November 7, 2010 16.37 Europe/London

The Vlaamse Media Maatschappij (VMMa), a 50/50 joint venture between Belgian publishers Roularta Media Group and De Persgroep, has acquired lifestyle channel Vitaya, an analogue lifestyle channel mainly aimed at female viewers and the digital channel Vitaliteit. The two channels will be added to the VMMa portfolio consisting of VTM, 2BE, JIM and vtmKzoom.

Peter Quaghebeur, Director General VMMa, said in a statement: “Vitaya fits perfectly into our channel portfolio. Besides our general entertainment channel VTM, we also operate the male skewed 2BE, music channel JIM and vtmKzoom for children. Vitaya, a channel that focuses on women is complementary to our TV offering. In addition, Vitaya, like our four existing TV channels, is a strong brand. In tomorrow’s media landscape it will be crucial to have strong brands. We are confident that with the expertise that exists in our group we will strengthen Vitaya’s position.”

Yvette Mignolet, managing director of Vitaya: “For our shareholder Investar Vitaya has always been a financial stake. It is logical that they, as people from the banking sector, eventually wanted to sell Vitaya. Vitaya is now in the hands of VMMa, a powerful media company that has the ability to grow Vitaya. The synergy wth VMMa will benefit Vitaya and bring new opportunities that were previously not feasible. Moreover, Vitaya will stay in Flemish hands. “


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