Viva Polska! kicks off spring campaign to win bigger share of youth market

Music television station Viva Polska! seeking a bigger market share and to strengthen its position in the sector has embarked on a new advertising campaign, launched its own website and expanded its broadcasting range. The company is also eyeing several minor players from media sector and does not exclude acquisitions. Viva's campaign was prepared by Opus B. advertising agency and will last until December 2003. The main objective is to dis tinguish the TV station from other media addressing their products at younger audience mainly by promoting the slogan, "Because I want it". The company would not reveal the campaign's budget, but it is sure that it will contact Viva's target clients through at least 15 youth magazines, Internet as well as through other means. (Media i Marketing Polska, March 6-10, p. 12) J.K.