Vivir Viver: The History of the Spanish-Portuguese Lifestyle Channel
Between 1998 and 2006, the European cable television landscape featured a unique cross-border venture known as Vivir Viver (also referred to as Viver Vivir and later Canal Viver). Founded by journalist Miguel Campo Vidal, the channel aimed to bridge Spanish and Portuguese audiences through a diverse array of lifestyle content.
The channel's journey began in early 1998 with test broadcasts consisting of a looped promotional announcement. While originally slated for a February launch, the official start date was pushed to April 1, 1998. To manage its international reach, the network established offices in three major cities: Madrid, Barcelona, and Lisbon.
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Programming and Evolution
Vivir Viver was conceived as a family-oriented lifestyle destination. Its programming strategy focused on a wide variety of interests designed to appeal to a broad demographic, including:
- Health and wellness
- Food and cooking
- DIY (Do-It-Yourself) home improvement
- Fashion and art
- Sports and leisure activities
In its early stages, the channel featured Portuguese presenters such as Ana Brito e Cunha. Over time, the network expanded its reach and content. By mid-October 1999, the channel became available via terrestrial broadcasts on Tele Voz stations in Galicia, which were owned by La Voz de Galicia. In May 2002, the channel added Motoríssimo, a production based in Porto, to its lineup.
The leadership of the channel shifted in 2004 when commercial control was taken over by Marcelo Reis, a radio personality born in Brazil.
The Controversy of Time-Sharing
Despite its family-oriented branding during the day, Vivir Viver became widely recognized for its weekend night time-sharing arrangement with Íntimo, a pornographic television channel.
This arrangement led to legal and administrative friction. In 2003, vice-president Rui Botica Santos faced challenges regarding a new Portuguese television law that required the scrambling (encryption or blurring) of pornographic content. Santos famously compared these regulations to the Prohibition era in the United States. He noted that certain adult-oriented programs, specifically Strip and Consultório Sentimental, were not targeted by the law, suggesting they would serve as a draw for more viewers.
The strategy appeared to yield results in terms of visibility. A 2005 study conducted by Marktest revealed that on Friday nights, Viver was the most searched channel among adult-oriented programming, capturing 8.8% of overall weekly ratings.
The End of Broadcasts
The channel's tenure ended in June 2006. TV Cabo announced that Vivir Viver would be removed from its service on June 30, citing low ratings and a lack of programming quality.
While there were initial plans to replace the slot with Porto Canal, the digital service eventually transitioned to a Portuguese version of Infinito, alongside the French channel XXL. This move effectively replaced Íntimo on a separate channel.
Key Facts
- Operational Years: 1998 to 2006.
- Founder: Journalist Miguel Campo Vidal.
- Regional Hubs: Madrid, Barcelona, and Lisbon.
- Content Focus: Family lifestyle, health, cooking, and DIY.
- Peak Performance: 8.8% weekly ratings for adult content on Friday nights (2005 Marktest study).
- Closure Reason: Low ratings and poor programming quality as cited by TV Cabo.
| Category | Details |
|---|---|
| Alternative Names | Viver Vivir, Canal Viver |
| Launch Date | April 1, 1998 |
| Key Personnel | Miguel Campo Vidal, Marcelo Reis, Rui Botica Santos |
| Notable Programs | Motoríssimo, Strip, Consultório Sentimental |
| Closure Date | June 30, 2006 |
Frequently Asked Questions
What was the primary focus of Vivir Viver?
Vivir Viver was designed as a family-oriented lifestyle channel covering topics such as health, cooking, fashion, art, sports, and DIY.
Why was the channel controversial?
The channel was best known for sharing its broadcast time on weekend nights with Íntimo, a pornographic channel, which led to conflicts with Portuguese television laws regarding the scrambling of adult content.
Who managed the channel's commercial operations in its later years?
In 2004, commercial control of the channel was assumed by Marcelo Reis, a Brazilian-born radio personality.
How did the channel perform in the ratings?
According to a 2005 Marktest study, the channel was the most searched among adult channels on Friday nights, achieving 8.8% of overall ratings in a week.
What replaced Vivir Viver after its closure?
After TV Cabo removed the channel in June 2006, it was eventually replaced on the digital service by a Portuguese version of Infinito and the French channel XXL.