Kids channel

Viacom acquires the remaining stake in Italian Kids Channel Super! – The Hollywood journalist


Viacom International Media Networks (VIMN) of Viacom on Friday unveiled the acquisition of the remaining 50 percent of the free Italian children’s network Super !, which has so far operated as a joint venture.

Viacom took a 50 percent stake in the channel, which focuses on children ages 4 to 14 with a mix of local and international content, in 2017 as part of a deal with Italian media company De Agostini Editore. The deal for full control came at a price the company has not disclosed. De Agostini Editore will continue to work with VIMN Italy and will continue to provide original content to the channel.

Italy, which has the most free-to-air channels of all European television markets and is the third-largest European territory in terms of advertising revenue, has long been a target market for Viacom, which has added free-to-air brands to its presence at pay TV there. “The free channel launches have helped us significantly expand our reach among Italian viewers, and we are ambitious for the future growth of our market share in this valuable and important television market,” said David Lynn, president and CEO of VIMN. 2017.

Viacom owns and operates so far 100% three free-to-air digital terrestrial television channels in Italy: Paramount Network, Spike and VH1. It also owns 11 branded channels, including MTV, Comedy Central, Nickelodeon and Nick Jr., which are distributed on the Sky Italia pay-TV platform.

Viacom has declared the acquisition of Super! will allow it to reach more than 35 million viewers per month in Italy and further strengthen its position in the country. The TV audience share of Super! stood at 7.5% in the demo of children aged 4 to 14 from June to August, according to the company.

The deal precedes Viacom’s planned merger with sister company CBS Corp., which is expected to be finalized in the coming months.

“I am pleased to confirm this new achievement in our strategy to continue strengthening our presence in Italy, a market where we have a strong position on pay TV with our main brands and premium content, including Nickelodeon”, said Raffaele Annecchino, President and Managing Director Southern and Western Europe, Middle East and Africa at VIMN. “The acquisition of Super! further strengthens the relevance of VIMN in the children’s segment in Italy and increases the exposure of our properties and touchpoints.

Pierfrancesco Gherardi, general manager of the digital division of De Agostini Editore, adds Pierfrancesco Gherardi: “The success of Super! far exceeded our expectations: launched in 2012 in an overcrowded market, in 2018 the channel acquired a leading position in the Italian children’s sector, which was achieved for a second year in 2019. ”


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