Singapore – Universal Networks International (UNI) have confirmed the launch of a new female-entertainment channel brand, Diva Universal, in Asia by the end of 2010. “The company has been working in partnership with stakeholders to create a brand showcasing top-quality original content targeted at women between 25-34,” says a statement. Back at MIPTV, held in Cannes April 12-16 2010, affiliates were surprised to see that Hallmark Channel appeared to have been replaced by Diva Universal on UNI collaterals. One representative from a major Asian pay TV operator expressed concern at the difference in connotation between Hallmark’s perceived comfortable ‘feel-good’ factor and a higher maintenance implication of the word Diva. At the time, a senior UNI executive told Television Asia Plus that the Diva channel would not be a ‘one size fits all’ approach and would be customized by region after consultation with the market.
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