described the proposed studio as "a powerhouse for Canadian digital content focused on 18- to 34-year-olds" which would be "exciting" and "provocative". In 2015, Rogers-owned television network City introduced Vice on City—an anthology series featuring short-form content produced by Vice's Canadian outlets and reporters. The Vice company had previously moved from Montreal to New York City due to difficulties in reaching a sufficient scale in Canada at the time. The company believed that Rogers' investment in Vice helped to better achieve these goals. Programming Viceland's programming consists primarily of lifestyle-oriented documentaries and reality series aimed towards millennials, directed in Vice's trademark style of "character-driven documentaries". Creative director Spike Jonze stated that his goal for Viceland was to make its lineup have "a reason to exist and a strong point of view", rather than be just a "collection of shows". Jonze explained that Viceland would continue to reflect Vice's core mission of "trying to understand the world we live in by producing pieces about things we're curious about or confused about or that we think are funny. And if it doesn't have a strong point of view, then it shouldn't be on this channel." Vice co-founder and CEO Shane Smith stated that the channel's main goal was "trying not to be shitty". Viceland originally focused primarily on lifestyle content; in the U.S., Vice News content (including its series Vice News Tonight) would remain largely exclusive to Vice's existing joint venture with HBO. Jonze stated that unlike the HBO content, Viceland would be "far from objective [reporting]". Vice Media plans to enter into similar partnerships in international markets to further expand Viceland. The Walt Disney Company, who co-owns A&E Networks with Hearst Corporation, made a second 10% investment of $200 million in Vice Media to support the production of new programming. Thirty different programs were developed for Viceland, including original series and expanded versions of existing Vice's web series. Original programs announced for the initial slate included Thomas Morton's Balls Deep, Flophouse— a series where Lance Bangs follows the lives of up-and-coming comedians at underground stand-up events, F**k, That's Delicious— a television version of the food-oriented web series starring Action Bronson, Gaycation— a series in which Elliot Page explores the LGBT cultures of different regions, Huang's World— featuring Eddie Huang "exploring identity using food as an equalizer", King of the Road— a series following skaters on Thrasher Magazine's annual scavenger hunt, States