VIVA! was launched in 1999 and contains information about celebrities and lifestyle. Its editorial concept is completely new to the national market. Celebrity lifestyles and trends, reflections on events in the world of the rich and famous, exclusive interviews with photos from professional photographers, portraits of international stars – all can be found in VIVA! – “all the celebrities you can get”. The magazine and the online platform features prominent people and stars from the world of entertainment, culture and sport – all presented in a positive light.

The target audience consists of men and women between 25 and 45 who live in an urban environment and have an average or above-average level of education and income. The VIVA! reader is an active and optimistic person who is interested in the beautiful side of life, pays attention to trends and is well informed about entertainment, arts and sports.