Diva TV

CHANNEL: Diva TV

COUNTRY: U.K.

LAUNCH DATE: October 2007

OWNERSHIP: NBC Universal Global Networks, a division of NBC Universal. Diva TV forms part of a portfolio of global channels that includes Hallmark Channel (outside of the U.S.), SCI FI, 13th Street, Studio Universal, Universal Channel and Movies 24.

DISTRIBUTION: Carried on Sky, which has more than 8 million subscribers, and Virgin Media, which has more than 3.5 million.

DESCRIPTION: The female-targeted network, skewed to the 25-to-44 set, provides entertaining and aspirational lifestyle, chat and reality programs.

SENIOR MANAGEMENT:
Managing Director: Laurence Dawkin-Jones
Program Director: Jon Farrar
Head, Marketing & Communications: Faye Harcourt

PROGRAMMING STRATEGY: With a lineup that includes the likes of Oprah, Ellen and a range of reality series from Bravo in the U.S., Diva TV looks to be a gal’s go-to destination for what’s "fun and fabulous" on TV. "This is a woman’s channel which doesn’t take itself too seriously," says Jon Farrar, the program director. "There’s a great mix of chat, reality and gossip—it’s aspirational without being worthy, sensational without being cynical."

The network is the exclusive British home to a number of global brands. The Oprah Winfrey Show is one of its flagship programs, and "obviously has a huge following thanks to her A-list guests and tough-talking, no-nonsense style." The Ellen DeGeneres Show is new to Diva TV. "She has an amazing energy and the show already seems to have found a real following on the channel," says Farrar.

The mix of programming—from cooking to fashion to talk shows—is 100 percent acquired content. "We’re constantly looking at relevant programming—essentially reality and chat. We’re happy to buy from the large studios down to the smallest independents. As long as the programming is right, we’ll have a look at it."

Aside from its talk shows, the soap opera The Bold & the Beautiful is a top performer for Diva TV, along with the courtroom series Judge Hatchett. "Her innovative sentencing style really seems to have struck a chord with Diva TV’s viewers. The slightly cruel but immensely watchable makeover show Style By Jury is a real winner for us too."

Though there is a slew of exclusive show content found on the Diva TV website, its subject matter is not just channel specific. The site also houses up-to-the-minute showbiz news and gossip, fashion tips and a horoscope section. There is also a popular viewer forum as well as a dedicated "play&win" contest area.

WHAT’S NEW: The channel is currently getting "a new wardrobe," says Farrar. "She’s going to be more fabulous, more flirty and definitely more frivolous than ever before!"

A package of programs from Bravo in the U.S. join Diva TV’s lineup in February. These new titles include Date My Ex, Welcome to the Parker, First Class All the Way, Millionaire Matchmaker and The Real Housewives franchise, including New York City, Atlanta and Orange County. Both the U.K. and U.S. versions of Queer Eye for the Straight Guy are also being added to its grid. Another U.S. show heading to Diva TV is Top Chef. "It’s got attitude, it’s got tears, it’s got tantrums—everything a show on Diva TV should have," says Farrar.

"This is the first time since the channel launched that there have been such significant changes to the schedule—and we know our viewers are going to love them." 

WEBSITE: www.divatv.co.uk