Viva whets the appetites of foodies (and brands)

New programming block offers sponsorship and brand integration opps with its new cookery show menu.

Corus speciality channel Viva will launch a new daily block of cooking shows called Viva Cuisine. Airing May 2, the block includes Everyday Food, from Martha Stewart Living; Rachel Allen: Bake! and Nigella Bites. Currently, three original shows are in production and will air in the fall, including Canadian chef Christine Cushing’s Fearless in the Kitchen; Healthy Gourmet and Chef Worthy.

Viva Cuisine is a result of Corus Entertainment’s The Corus Her Report, a study asking women about the importance of food and cooking. The report, conducted through email questionnaires in early April, found that 40% of women rated home cooking preferable to dining out due to the economic downturn, while 80% said that healthy lifestyle and cooking is a priority.

Shelly Findlay, VP marketing, women’s specialty television at Corus, confirms sponsorship opportunities for individual shows and the entire two hour block of programs are open. In the long term, Viva hopes to incorporate product placement and brand integration into the original shows. They also plan a June relaunch of, with a major focus on food. The site has additional brand integration opportunities.

Viva Cuisine promotion begins this week, with on-air promos and online ads airing during like-minded programming on the W network and website.