Head of the week: "Music television is and remains my element".
Asta Baumöller has been the managing director of Viva Swizz for four months
Asta Baumöller has been Managing Director of Viva Swizz for four monthsHead of the week "Music television is and remains my element"
Asta Baumöller is in a spirit of optimism. She took over as managing director of Viva Swizz in July - and now the music channel already has a new identity: "We have changed the design and revised the program structures and content," explains the 35-year-old. The station was previously too sweet, too well-behaved, too neutral. Baumöller, however, wants to position Viva Swizz as a youth brand with a strong character that is allowed to have rough edges. "To achieve this, the channel needs to become even bolder and cheekier," she is convinced.
Courage, a willingness to take risks and the luck of being in the right place at the right time also characterize her own career: after graduating from high school, the German moved to New York for a year, worked as an au pair and took design courses. Her focus has always been on advertising campaigns and packaging design. Back in Germany, Baumöller applied to several art colleges on the "shotgun principle". With success: she was able to continue her studies in Stuttgart and Düsseldorf. At the same time, she began working as a freelancer in on-air promotion at RTL. "RTL was the horror channel for design students back then," Baumöller laughs today, "but I found the medium super exciting." As an assistant to the CD, she was later able to incorporate her studies into her career - even if the station's corporate design put limits on her creativity.
This changed abruptly when Baumöller became assistant AD at Viva after graduating: "Much more was possible in the creative field. As a big music lover, I was also able to identify totally with the then young and small store." The fact that Viva was still in its infancy gave her additional insights into the entrepreneurial side of the media.
This enthusiasm has turned into a success story: Baumöller worked her way up to become CD of Viva and Viva Zwei, was involved in the content and strategic development of Viva Italy in Milan and was most recently responsible for international Viva design activities. Her creative work for both channels has also earned her a dozen prizes and awards from the German ADC.
Despite her career, Baumöller has not lost her drive and passion for the job: "Music television is and remains my element." The fun of creative development work that leaves room for visions is what ultimately led her from Cologne to Zurich. "Here I have the opportunity to make a difference and create something new. And I've found a good team." Carole Koch
Asta Baumöller is in a spirit of optimism. She took over as managing director of Viva Swizz in July - and now the music channel already has a new identity: "We have changed the design and revised the program structures and content," explains the 35-year-old. The station was previously too sweet, too well-behaved, too neutral. Baumöller, however, wants to position Viva Swizz as a youth brand with a strong character that is allowed to have rough edges. "To achieve this, the channel needs to become even bolder and cheekier," she is convinced.
Courage, a willingness to take risks and the luck of being in the right place at the right time also characterize her own career: after graduating from high school, the German moved to New York for a year, worked as an au pair and took design courses. Her focus has always been on advertising campaigns and packaging design. Back in Germany, Baumöller applied to several art colleges on the "shotgun principle". With success: she was able to continue her studies in Stuttgart and Düsseldorf. At the same time, she began working as a freelancer in on-air promotion at RTL. "RTL was the horror channel for design students back then," Baumöller laughs today, "but I found the medium super exciting." As an assistant to the CD, she was later able to incorporate her studies into her career - even if the station's corporate design put limits on her creativity.
This changed abruptly when Baumöller became assistant AD at Viva after graduating: "Much more was possible in the creative field. As a big music lover, I was also able to identify totally with the then young and small store." The fact that Viva was still in its infancy gave her additional insights into the entrepreneurial side of the media.
This enthusiasm has turned into a success story: Baumöller worked her way up to become CD of Viva and Viva Zwei, was involved in the content and strategic development of Viva Italy in Milan and was most recently responsible for international Viva design activities. Her creative work for both channels has also earned her a dozen prizes and awards from the German ADC.
Despite her career, Baumöller has not lost her drive and passion for the job: "Music television is and remains my element." The fun of creative development work that leaves room for visions is what ultimately led her from Cologne to Zurich. "Here I have the opportunity to make a difference and create something new. And I've found a good team." Carole Koch
