Universal Networks rebranding focuses on universal appeal of storytelling

Universal Networks’ MD for Asia, Christine Fellowes, has her hands full. She recently completed the Asia leg of flagship brand Universal’s rebranding, including a new positioning, logo, on-air packaging and tagline to focus on character-driven entertainment. More tangibly, Fellowes is working on increasing viewership in Asia. This will include the launch of new digital products and more localised content in Malaysia, Philippines and Korea.

What was the rationale for the recent revamp at Universal?

Universal scores high in brand recognition and positive sentiment due to the strong movie heritage and the brand’s association with quality entertainment. Developing a clear and distinctive brand positioning that is consistent around the world allows viewers to know what to expect from the channel and get drawn to its offering. Universal Channel’s unique brand positioning is simple and resonant. We believe that the heart of good storytelling, and that which draws an emotional connection with our audience, are characters. Characters move people. They are the reason audiences will relate to our programmes and brand. Characters are Universal.

How is Universal keeping up with growing online viewership?  

We are focused on building strong and compelling entertainment brands, and digital plans are in the works. A recent example of a transmedia project that NBCUniversal embarked on: Syfy launched a ground-breaking and first-of-its-kind transmedia event, uniting online gaming and scripted television for the first time with ‘Defiance.’ 

Christine Fellowes

What are the growth markets in Asia?

Asia is an important territory for NBCUniversal and we are investing to build a growth business across multiple markets. We have seen great success in Malaysia with entertainment channel Diva growing from strength to strength in the past year attracting the high-value female demographic. E! Entertainment has been driving our business in Philippines and regionally, and we’re also making great strides in the super growth market of Indonesia with Universal Channel and E!.  We are also active in flagship markets Hong Kong and Singapore with our portfolio of channel including E!, Style, Universal, Diva and Syfy.

How will you be growing your network in these markets?

Focus is on our core brand portfolio—Universal Channel, Diva Universal, E!, Style, Syfy and 13th Street Universal. We are investing in branding and content to keep our channels compelling and top of mind. The global Universal Channel rebrand follows the successful brand refresh of Style Network last month and the brand update of E! to its new ‘Pop of culture’ positioning and packaging last September. We will be launching new services and digital products to take our brands across new and portable audience touchpoints. Our commitment to localisation continues with production in Malaysia, Philippines, Korea and other markets with local production and live events. And we continue to work with partners in Southeast Asia to develop brand alliances on-air and on the ground in creative entertainment solutions to connect to our lucrative and fast growing audiences.

Based on television ratings, what kind of content are consumers demanding? How does that vary from region to region?

As diverse as the region is, the tastes and preferences of audiences across Asia aren’t homogeneous. We believe that what regional audiences have in common is that successful entertainment is centred around great characters that draw viewers back to their favourite show, characters that are eccentric, funny, lovable, inspiring and entertaining.