US media company Viacom has announced its intentions to keep its Swiss music channel VIVA Schweiz, after reports it was up for sale. Speaking to Swiss industry newsletter Persönlich, Alexander Duphorn, senior vice president of Viacom Brand Solutions, hinted that offers had been made for the channel, but stated that VIVA was a brand which Viacom itself plans to develop both internationally and in Switzerland.

“To make it perfectly clear: we will not be selling VIVA Schweiz.” Duphorn surmises that speculation over the sale could have arisen because the company is constantly on the lookout for co-operations and opportunities it could use to develop the service.

Swiss media entrepreneur Peter Weigelt, who operates domestic sports channel Schweizer Sportfernsehen, recently announced his interest in acquiring VIVA Schweiz. “The idea came to him without speaking to us”, said Duphorn. “No one from our network has had contact with Mr Weigelt.”

Until now Viacom opted not to comment on the sale rumours, which the company now regrets. “In retrospect we must admit that our silence was an error,” explained Duphorn. “We should have denied the story from the outset.”

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