VTM 3 was launched as Vitaya and began as a niche station with seven blocks of programming: In 2003, the station expanded the broadcast time in favor of more local productions, daily newscasts, a cooking show, and a fitness show.

Vitaya profiled itself as a lifestyle station and is oriented at the following subjects: happiness, health, good food, the family, gardening and interior design, fashion, leisure and travel, lifestyle, and human interest.

Because of the launch of the SBS station Vijf with a similar profile, Vitaya received some competition.

[1] Vitaya started to show more foreign productions and produced more own programs and thereby drastically expanded the broadcasting time.

The emphasis on films and TV series deviated from the initial female format of the channel.