Universal Networks swops Hallmark for new channel DIVA in Asia

DIVA Universal will replace Hallmark Channel reaching more than 20 million viewers across 21 Asian countries. The launch is part of UNI's effort to refocus its portfolio of five flagship channel brands including Syfy Universal, DIVA Universal, 13th STREET Universal, Universal Channel and Studio Universal, annouced last year.

DIVA targets female viewers in their 20s and 30s with a mix of drama series and reality shows.

Roma Khanna, president of UNI, said, “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.”

The launch wil coincide with the debut of two new original productions including breakout US police drama Rookie Blue and the second season of The Biggest Loser Asia. Reality shows Fashion Show and Top Chef will premier on the channel during its launch week. Golden Globe award-winning series The Good Wife and The Oprah Winfrey Show will also form part of DIVA's schedule.

Universal Networks International, the global channels division of NBC Universal, currently serves over 180 million viewers in 150 countries across Europe, the Middle East, Africa, Latin America and Asia.