NBCU Makes Multi-Million-Dollar Investment in Channel Brands

LONDON: NBC Universal is showcasing its five refreshed global channel brands under the renamed Universal Networks (International) division, following a multi-million-dollar investment in repositioning the services for worldwide audiences.

The company has revitalized the branding on each with newly designed logos and new names. The portfolio includes Universal Channel, the flagship entertainment service; 13^th Street Universal, featuring crime and suspense drama; Syfy Universal, delivering original sci-fi and fantasy; Diva Universal, geared towards women; and Studio Universal for movies. The NBCU release detailing plans for the five channels makes no mention of the Hallmark brand.

The repositioned networks will begin rolling out internationally early next year, starting with Syfy Universal in France in January 2010. Latin America will be launching Studio Universal in February 2010. The core brands will reach 130 countries and over 150 million households by end 2010.

NBCU Global Networks, which operates the services, is also being rebranded, as Universal Networks (International), which will be supporting and investing in these five flagship brands with new, first-run, original content. Exclusive world premiere first-run shows will begin appearing on Syfy and 13^th Street Universal starting in October 2010. Global acquisition deals will also be used to enhance the channels’ lineups, as well as studio content and original programming from NBCU International TV Productions (headed by Denise O’Donoghue).

“We believe that great entertainment is universal," said Roma Khanna, the president of NBC Universal Networks and digital initiatives. "We are committed to delivering the world’s most loved entertainment for our viewers. This investment and focus on our five core entertainment brands, along with top-quality original content, will forge a powerful connection between our global presence and the needs of our local audiences. This revitalized global brand portfolio will further enhance the relationships between viewers and our channels through an even more compelling brand and content experience.”

NBCU’s international networks business has grown from 15 in 2007 to about 70 this year. Universal Networks (International) aims to reach 100 channels in 2010.