Subscribers to Proximus’ TV service will be able to watch programmes including Gaycation and Bong Appetit after the operator signed a deal with VICE Media.
The US-based media company’s VICELAND TV channel is being offered to the Belgian operator’s customers in Flanders, Brussels and Wallonia from today (Thursday).
Proximus said it was the first operator to offer the channel across the country.
Rival Telenet is also understood to have signed a deal to distribute VICELAND across its footprint.
VICELAND also has deals in place with Sky in the UK and Ziggo in the Netherlands.
The TV service, which launched in 2016 in Canada and the US and is overseen by Being John Malkovich director Spike Jonze, is an offshoot of the media company’s print and digital magazine offering.
Proximus said it was “reintroducing 18 to 35-year-olds to television by tackling topics that really matter to millennials, whether it’s music, art, sexuality, food, fashion, technology or sport”.
Alongside international content, VICELAND is producing local material in both Dutch and French for Belgian customers.
Proximus said it was introducing the channel to all its TV packages at no extra charge.
The operator added 27,000 TV customers in the first three months of the year, taking its total subscriber base above the 1.5 million bar.
According to Digital TV Research, the number of pay-TV subscribers in Western Europe will grow by seven million between 2016 and 2022 to reach 106 million.