Can New Vice CEO Nancy Dubuc Take It From “Puberty Into Adulthood”?

Turning around the 2-year-old Viceland cable network that Vice launched in partnership with A+E will be a top priority for Dubuc. The low-rated network, which has focused on courting an elusive young-male audience, took a hit in January when Rogers Media abandoned a $100 million joint venture with Vice that had brought the channel to Canada, where the Vice brand was founded. And though several of Viceland’s domestic carriage deals are set to run through 2021, insiders seem to think Dubuc has only another year or so to right that ship. At the Code Conference, Dubuc¬†defended the network: “They certainly have a way to go, but they’re proving to deliver the second-most-upscale audience to Bravo in cable.” She then added: “What do people want? Give us a shot here.”

Observers seem to agree that Dubuc, who is no stranger to Vice after three years on the board, has the chops to lead the company’s next chapter. Says MediaLink CEO Michael Kassan, whose advisory firm has counted Vice and A+E as clients, “This is a company that’s moving out of puberty into adulthood, and Nancy has got the ability to take that next step while at the same time capturing the je ne sais quoi of Shane.”

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