Hallmark Channel rebrands as Diva Universal in Romania

Universal Networks International UNI has announced today plans to change the name of the Hallmark Channel into Diva Universal. The move is part of the UNI strategy to harmonize its TV channels under the five essential brands delivering original content for local audiences around the world. Diva Universal is an entertainment channel targeting women, which shows a content mix of drama, fantasy and reality shows. The change of the name for the channel is just one part of the expansion strategy for pay-TV channels in the NBC Universal portfolio, which is investing in its own original content productions such as the international production Syfy Haven, based on a Stephen King novel, or the Facing Kate series, done in collaboration with USA Networks. In October 2009, Universal Networks International has announced an investment of several million dollars in a portfolio focused on five key brands: Syfy Universal, Diva Universal, 13^th Street Universal, Universal Channel and Studio Universal. Since the launch, UNI has increased its subscribers base to 180 million and the distribution to 150 countries.