Viva Cinema: The Evolution of a Philippine Entertainment Channel

Introduction

Viva Cinema, formerly known as Viva TV and stylized as VIVACINEMA, is a Philippine entertainment television channel owned by Viva Communications. It is available on various satellite and cable TV providers and has evolved over the years to become a significant platform for showcasing Filipino films, concerts, and television content.

History and Evolution

Viva Cinema was officially launched on February 1, 2009, coinciding with the start of Cignal Digital TV’s operations. Initially, the channel’s content was a mix of teleseries produced by Viva Television, Filipino films, Hollywood movies, and interviews related to upcoming domestic and international film releases. It was positioned as a dedicated platform for showcasing Viva’s vast library of films and television series while also featuring exclusive behind-the-scenes insights from the entertainment industry.

On July 16, 2012, the channel was rebranded as Viva TV, shifting its focus toward a broader range of entertainment programming. This iteration of the channel introduced music videos, talk shows, reality series, concerts, and behind-the-scenes footage featuring some of the most popular artists under Viva Communications, including Sarah Geronimo, Anne Curtis, and KC Concepcion. The change aimed to attract a younger and more diverse audience while capitalizing on the growing influence of Viva’s artist roster.

However, on July 31, 2021, Viva TV ceased operations, making way for the return of Viva Cinema on August 1, 2021. The revived channel returned to its roots, primarily showcasing archived movies produced and distributed by Viva Films, with a special emphasis on films released up until 1997. In addition, it began airing archived concerts produced by Viva Live, further enriching its entertainment offerings.

Programming

Viva Cinema’s programming is structured into various themed blocks that cater to different genres and audience preferences. As of October 2023, the channel features the following programming segments:

  • Drama Cine – A collection of drama films aired on weekdays at 8:00 AM and 10:00 PM.
  • Aksyon Cine – A dedicated block for action films, airing daily at 10:00 AM, weekdays at 12:00 NN, and Monday to Thursday at 4:00 PM.
  • Comedy Cine – A selection of comedy films broadcast on weekdays at 2:00 PM and 6:00 PM.
  • Viva Cinema Presents – A special segment featuring films starring a highlighted artist each week, airing weeknights at 8:00 PM.
  • Mega Cine – A film block dedicated to showcasing movies starring Sharon Cuneta, aired on Fridays at 4:00 PM.
  • Back to Back Cine – A weekend segment featuring double features based on specific themes, airing at 12:00 NN.
  • Fantacine – A Saturday block featuring fantasy films, airing at 6:00 PM.
  • Sabado Cine – A selection of digitally enhanced films, broadcast on Saturdays at 8:00 PM.
  • Concert Cine – A segment featuring archived concerts, aired on Sundays at 8:00 PM.

Former Programming (Viva TV Era)

During its tenure as Viva TV from 2012 to 2021, the channel introduced numerous entertainment programs that gained popularity. Some of its notable shows included:

  • Anong Ganap? – A show featuring entertainment news and updates.
  • Daily Top 10 – A countdown of the top music videos.
  • OPM TV – A program dedicated to showcasing original Filipino music (OPM).
  • Front Row – A program featuring concerts produced by Viva Live.
  • #JADINE – A reality show following the lives of celebrity couple James Reid and Nadine Lustre.
  • Especially4 You – A music show featuring performances by Viva artists.
  • Pinoy Star Stories – A celebrity talk show.
  • CineBest & SinePalooza – Movie blocks showcasing Filipino and Hollywood films, respectively.
  • Star Homes & The Jon Santos Show – Lifestyle and comedy-based programming.
  • Popstar Diaries & KC.Com – Shows centered around Viva artists such as Sarah Geronimo and KC Concepcion.

Ownership and Influence

Viva Cinema is owned by Viva Communications, one of the Philippines’ most prominent media and entertainment companies. Viva Communications has been instrumental in shaping the local entertainment industry, producing blockbuster films, music albums, concerts, and television shows. The company was founded by Vic del Rosario Jr., who continues to oversee its operations and expansion.

Viva Cinema serves as an essential extension of Viva’s multimedia empire, allowing the company to distribute its vast film catalog while maintaining a direct connection with Filipino audiences. The channel’s relaunch in 2021 reaffirmed its commitment to preserving and celebrating Philippine cinema, particularly the contributions of Viva Films to the industry.

Future Outlook

As streaming services continue to dominate the entertainment landscape, Viva Cinema faces the challenge of adapting to changing viewing habits. While traditional cable and satellite TV remain significant in the Philippines, digital platforms such as VivaOne have provided additional avenues for content distribution.

To stay competitive, Viva Cinema may further integrate its programming with Viva’s streaming services, offering exclusive content and behind-the-scenes footage. Additionally, partnerships with online platforms could expand its reach beyond cable television, ensuring its continued relevance in the evolving media landscape.

Conclusion

Viva Cinema’s journey from its initial launch in 2009 to its rebranding as Viva TV and eventual revival in 2021 highlights its adaptability and enduring appeal. By focusing on Filipino films, concerts, and exclusive entertainment content, the channel continues to serve as a vital platform for showcasing the rich artistic legacy of Viva Communications. Whether through its classic movie library or its curated programming blocks, Viva Cinema remains a cornerstone of Philippine entertainment, bridging generations of viewers with stories that reflect the country’s vibrant culture and cinematic history.