Viva-Swizz increases the volume
The new managing director, Asta Baumöller, is set to revamp the music channel
The new managing director Asta Baumöller is to upgrade the music channelBy Daniel Schifferle With the planned purchase of the majority of shares in Viva-Swizz, the music channel is to be given more speed and a more homogeneous look. To this end, design specialist Asta Baumöller has taken the helm at the Swiss station.
It was only at the end of June that Viva announced the acquisition of the majority of shares in Viva-Swizz - with the proviso that the licensing authority also approves the deal. On July 1, Asta Baumöller took the helm as the new strong woman at Viva-Swizz. The plans of the 35-year-old TV all-rounder are ambitious: "We will now really step on the gas again. Because the aim now is to turn a good channel into an even better, more professional channel." Viva-Swizz has established itself well. However, it has now reached a point where "the next level" needs to be reached. "We want to bring even more creativity into the store and achieve a more precise positioning of the brand," Baumöller specifies.
Over the past seven years, the qualified design specialist has worked for Viva at home and abroad in practically every position that a music broadcaster can offer. She has experience in commercial and artistic areas of program development, in pop music and in brand management. From 1996 to 2000, she was Creative Director for the visual appearance of the Viva stations in Europe, winning many international design awards.
"In terms of design, we will achieve a more homogeneous appearance and we will bring more speed to the whole story," says Baumöller. Above all, however, she also wants to strengthen Viva-Swizz's recipe for success - a high proportion of Swiss artists. She sees potential for expansion in the hip hop segment in particular. "In order to increase the proportion of national clips, we will work closely with the Swiss music industry," she announces.
Has the new Viva Swizz boss also come to Switzerland with a view to the planned MTV program window (WW 26/02)? Baumöller is relaxed about this. "We don't think much of program windows without a local presence. Without a presence in the broadcasting area, you don't really get the relevant trends." She also points to MTV's weak position, which only achieves around half the market share of Viva-Swizz.
Despite this situation, she is currently pleased that Su-zanne Speich, co-founder of Viva-Swizz, has agreed to remain a delegate of the BoD for another year. "Ms. Speich has many valuable contacts that we don't want to do without just yet."
It was only at the end of June that Viva announced the acquisition of the majority of shares in Viva-Swizz - with the proviso that the licensing authority also approves the deal. On July 1, Asta Baumöller took the helm as the new strong woman at Viva-Swizz. The plans of the 35-year-old TV all-rounder are ambitious: "We will now really step on the gas again. Because the aim now is to turn a good channel into an even better, more professional channel." Viva-Swizz has established itself well. However, it has now reached a point where "the next level" needs to be reached. "We want to bring even more creativity into the store and achieve a more precise positioning of the brand," Baumöller specifies.
Over the past seven years, the qualified design specialist has worked for Viva at home and abroad in practically every position that a music broadcaster can offer. She has experience in commercial and artistic areas of program development, in pop music and in brand management. From 1996 to 2000, she was Creative Director for the visual appearance of the Viva stations in Europe, winning many international design awards.
"In terms of design, we will achieve a more homogeneous appearance and we will bring more speed to the whole story," says Baumöller. Above all, however, she also wants to strengthen Viva-Swizz's recipe for success - a high proportion of Swiss artists. She sees potential for expansion in the hip hop segment in particular. "In order to increase the proportion of national clips, we will work closely with the Swiss music industry," she announces.
Has the new Viva Swizz boss also come to Switzerland with a view to the planned MTV program window (WW 26/02)? Baumöller is relaxed about this. "We don't think much of program windows without a local presence. Without a presence in the broadcasting area, you don't really get the relevant trends." She also points to MTV's weak position, which only achieves around half the market share of Viva-Swizz.
Despite this situation, she is currently pleased that Su-zanne Speich, co-founder of Viva-Swizz, has agreed to remain a delegate of the BoD for another year. "Ms. Speich has many valuable contacts that we don't want to do without just yet."
