Early years and programming
Prior to launch day, Vice ran newspaper ads for Viceland, containing only the network's name and a phone number that, when called, invited viewers to contribute answers to questions. On February 29, 2016, at 6:00 am. ET, the channel began broadcasting a countdown clock to the official relaunch as Viceland later in the evening, accompanied by footage of Vice executives answering the viewer-contributed calls as voice mail. The network's first program following the official launch was the series premiere of Noisey, following hip-hop musician Kendrick Lamar.[8][9][10][11] The network's launch lineup featured programs hosted by existing Vice personalities such as Action Bronson and Thomas Morton, as well as notable figures such as Eddie Huang, Elliot Page, and Lance Bangs.
Viceland's programming initially consisted primarily of lifestyle-oriented documentaries and reality series aimed towards millennials, directed in Vice's trademark style of "character-driven documentaries".[12] Creative director Spike Jonze stated that his goal for Viceland was to make its lineup have "a reason to exist and a strong point of view", rather than be just a "collection of shows". Jonze explained that Viceland would continue to reflect Vice's core mission of "trying to understand the world we live in by producing pieces about things we're curious about or confused about or that we think are funny. And if it doesn't have a strong point of view, then it shouldn't be on this channel."[4] Smith stated that the channel's main goal was "trying not to be shitty".[13] Viceland will focus primarily on lifestyle content; Vice News content will remain largely exclusive to Vice's existing joint venture with HBO.[13] Jonze stated that unlike the HBO content, Viceland would be "far from objective [reporting]".[14]
Thirty different programs were developed for Viceland, including original series and expanded versions of existing Vice web series.[8] Original programs announced for the initial slate included Thomas Morton's Balls Deep, Flophouse— a series where Lance Bangs follows the lives of up-and-coming comedians at underground stand-up events,[15] Fuck, That's Delicious— a television version of the food-oriented web series starring Action Bronson,[16] Gaycation— a series in which Elliot Page explores the LGBT cultures of different regions,[17] Huang's World— featuring Eddie Huang "exploring identity using food as an equalizer", King of the Road — a series following skaters on Thrasher Magazine's annual scavenger hunt,[18] States of Undress— a series focusing on fashion weeks around the world,[19]
A month after Viceland's initial launch, the network announced a second slate of shows, including Traveling the Stars: Action Bronson and Friends Watch ‘Ancient Aliens’—a series in which Action Bronson watches episodes of Ancient Aliens with guests whilst smoking marijuana,[23] Black Market— a series in which Michael K. Williams explores underground economies around the world, the U.S. premieres of Cyberwar and Dead Set on Life,[24] Party Legends— a show about re-enactments of entertaining party stories,[25] WOMAN— a series in which Gloria Steinam features the lives of different women around the world,[26] and VICE Does America— which Abdullah Saeed and two VICE co-workers explore forgotten places of the world.[27]
Jonze stated that Viceland's original programs will have varying lengths, stating that "some are four episodes. Some are six. Some are eight. We're making everything based on what feels right", and that extended episodes may be possible if warranted.[20]
On May 3, 2016, Vice announced a partnership with ESPN (a fellow Disney/Hearst venture) to produce sports-oriented content for its properties. The deal also includes some content-sharing between ESPN and Viceland, such as encore airings of ESPN's 30 for 30 documentaries on Viceland, and airings of Vice World of Sports on ESPN.[28] In June 2016, Viceland broadcast live coverage of the Governors Ball Music Festival.
