Hallmark Channel transforms in Diva Universal from October 3rd

Branding, Marketing, Media

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


  • hello! I do apologize but for me this change if hallmark into diva is quite ubclear. I can understand that this is part of a new branding strategy of the entire company, however i understood fron the above the new diva focuses on women between 25 and 49 years thaf enjoy life. in my opinion hallmark wasnt adressed only to women, and to br honest I dont like to have a channel adressed to women only. for me the previous strategy captured my attention much more. not to mention that hallmark has already created a strong brand over the years and people do trust brands with history.

    • Thank you for your comment 🙂 Unfortunatelly, I don’t know the reasoning behind the rebranding. There are probably quite a few things taken in consideration when a decision like that is made.

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