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DIVA Universal – Female Entertainment Stronghold

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Singapore – DIVA Universal, the leading English-language general entertainment channel in Southeast Asia is growing from strength to strength in the region and gaining a bigger share of audiences and top show ratings.

While key competition has seen a downturn in ratings in the first five months of this year, DIVA has gained a 34% growth in average ratings year on year among Astro 4+ viewers, according to Nielsen in Malaysia, showing that audiences are moving to DIVA Universal for entertainment.

In Singapore, according to Kantar Media, the channel has gained the largest growth (26%) in average ratings among Pay-TV people 4+ in the first five months of this year versus the same period in 2011. The growth of DIVA’s audience in Singapore is significant especially since more Pay-TV viewers 4+ in S.E.A. tuned in to DIVA Universal rather than other general entertainment, factual and lifestyle channels in 2011.

2012 began with an influx of must-watch female-friendly TV shows such as the Steven Spielberg produced SMASH and the number one summer series in the US – Suits.

SMASH, which premiered on 19 March, achieved the number one spot during its debut among English entertainment channels on Astro. The series also continued as the highest rated show on English Pay-TV during its timeslot among the entire StarHub 4+ audience. It also earned DIVA Universal major brands advertising on the channel. Subaru was a regional advertiser for SMASH beside Nestle and CIMB in Malaysia.

More recently, the Australian cooking reality-competition series My Kitchen Rules on DIVA Universal became the top show in Malaysia for the month of May among all English general entertainment channels with Astro female viewers (20-44).

To appeal to a younger female audience, DIVA Universal is expanding its offering with more original programming, non-scripted shows and interstitials that align with their interests and lifestyles. On 25 June, DIVA will launch its light-hearted non-scripted original Hot Guys Who Cook as well as the new brand of fashion entertainment television – Fashion Star – helmed by Elle Macpherson and with mentors Nicole Ritchie and Jessica Simpson.