DIVA Universal to Roll Out in Asia

SINGAPORE: Universal Networks International (UNI) is replacing the Hallmark Channel brand in Asia with DIVA Universal, a new entertainment channel targeting viewers in their 20s and 30s.

As of September 19, DIVA Universal will reach more than 20 million viewers across 21 Asian countries. The launch is in line with a global rebrand for the UNI five-channel portfolio, consisting of Syfy Universal, DIVA Universal, 13th STREET Universal, Universal Channel and Studio Universal. The channel promises to deliver feel-good drama and reality fare. At launch, DIVA Universal will feature the Canadian/U.S. cop drama Rookie Blue from eOne and season two of The Biggest Loser Asia. The slate also includes Bravo’s Fashion Show and Top Chef, the CBS hit The Good Wife and The Oprah Winfrey Show.

Announcing the launch, Raymund Miranda, managing director for the Asia Pacific at UNI, said, “The launch of DIVA Universal completes the roll out of our newly branded channel portfolio for 2010. This is the beginning of an amazing brand experience for our viewers, platform partners and advertisers. DIVA Universal boasts a fresh prime time schedule that we’re very excited about."

Roma Khanna, president of UNI and digital initiatives,added, “As a premier entertainment company, UNI is committed to bringing a robust entertainment experience to local audiences. DIVA Universal is a compelling brand with a warmth and zest for life that will certainly be an inviting proposition for our viewers. DIVA Universal will be powered by original and first-run content as well as exclusive top-quality acquired programming. It is set to be the channel of choice for women all around the world.”