Millennial-skewing digital brand Vice has put its top two creative voices in charge of its new linear venture.
Vice chief creative officer Eddy Moretti (pictured, right) and Spike Jonze (left), the Oscar-winning director and long-time creative director at Vice, will serve as co-presidents of Viceland, the new 24-hour lifestyle and entertainment channel from Vice and A+E, the company confirmed February 3.
Jonze and Moretti have spent the past year working together on building the TV channel, which is set to launch February 29 with a slate of fresh programming.
The co-presidents will be joined at the helm by newly named network GM Guy Slattery. Slattery comes to Viceland from A+E Networks where he was executive VP of marketing for the History and H2 networks.
Jonze and Moretti will continue to oversee the channel, including all content, from primetime programming to acquisitions. The pair are also responsible for the development of the overall Viceland brand identity, according to the company.
Slattery is responsible for daily operations, including oversight of scheduling, marketing, research and revenue. He also manages the production and development units with head of production Derek Freda.
Following its launch, Viceland is expected to reach more than 70 million homes, and will feature hundreds of hours of completely new programming developed and produced entirely in-house.
“It’s a pretty crazy moment for us that someone’s giving us a TV channel. We’re trying to make the whole thing just be driven by creativity and making something that feels personal,” said Jonze in a statement.
Moretti promised a “completely new kind of TV channel” that offers “more of a creative laboratory of human emotions.”
Viceland will also launch in Canada in partnership with Canadian company Rogers Media. The new channel, which will also launch February 29, is expected to reach 7.5 million households.