The movie channel Hallmark Channel will change its name in Diva Universal, starting October 3rd, according to Laxmi Hariharan, Marketing Director Eastern and Central Europe Universal Networks International,during an event organized in Bucharest.
Laxmi Hariharan said the move is part of Universal Networks International strategy to harmonize its TV channels under five essential brands, delivering fresh and original content for local audiences in the entire world.
Diva Universal will launch on October 3rd with movies such as Legaly Blonde 1 and 2.
Diva Universal is an entertainment channel that will broadcast an interesting mix of drama, entertainment and reality-shows, according to Mediafax.
TV’s target is represented by women that like life, are intelligent and open and have ages mainly between 25 and 49 years old
Diva Universal’s launch in Romania is supported by a marketing campaign that started on September 1st
The launching campaign for Diva Universal was made in Romania by Universal Networks International together with Starcom (the outdoor part) and Proximity (creative messages). On the other hand, Splendid Thematics sells the advertising on Diva Universal.
Hallmark Channel entered the Romanian audiovisual market in 1998 and reached, before the decision to change the name,to 5 M Romanian subscribers