On 5 November 2011 Vitaya celebrated its first anniversary under the VMMa umbrella. The lifestyle channel has grown steadily since the takeover. The mix of fixed timeslots, theme nights and films caused the market share to rise from 4.7% in 2010 to 5.9% in 2011 (all day, 18 to 44 age group). The channel strengthened its lifeblood with new Flemish productions such as Mijn Pure Keuken and In Stijl met Lien. The proverbial icing on the cake came in November 2011 with an entirely new channel look. Vitaya’s target audience appreciates its fresh identity and the channel now prides itself on being the biggest women’s channel in Flanders.