Video: Vice and Rogers Team Up to Create TV Specifically for Millennials

With hopes of attracting younger viewers, Rogers Media has partnered with Vice to create a lifestyle-related program that has zero condescension or filters for millennials.

Viceland kicked off its first round of programming this morning at 6am, and it will air original content from around the world, boasting a roster of compelling hosts – including Canadians Ellen Page, Matty Matheson, and renowned actor Omar Michael K. Williams.

There will also be a variety of programs covering not only news, but also food, music, sports, travel, and yes, even marijuana.

This new program will further expand Vice’s impressive efforts in video programming, joining the company’s highly popular online library of videos and features, as well as its documentary series, “Vice,” on HBO.

Overseen by American indie filmmaker Spike Jonze, Viceland’s programming comprises 30 Vice-produced series, including: Gaycation, in which Canadian actress Ellen Page travels the world tackling issues of gay rights; F**k, That’s Delicious!, a food show starring rapper Action Bronson; and Weediquette, which discusses all things marijuana.

“We’re also doing a music show called ‘Noisey,’ and another TV show called ‘Vice Guide to Film’ which will play on Friday nights,” Michael Kronish, the vice-president of television for Vice Media, told 680 NEWS.

The main component that will set Viceland apart from other television stations is that a majority of the shows will be produced in-house and not purchased from other networks.

“Our mission with the channel is not that different from what our mission is as a company: It’s us 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,” Jonze told

Despite the challenges of creating a successful television program these days, we believe Viceland could be the outlet best suited to get the job done.

For those living in the Toronto area, a three-month free preview of Viceland is now available on Rogers Channel 15.