Hallmark becomes Universal Channel

Universal Networks International will rebrand the UK's Hallmark Channel as the Universal Channel from 18 October. The rebranding will coincide with new TV acquisitions: cop drama Rookie Blue, legal drama Facing Kate and detective drama Shattered (starring Callum Keith Rennie as a cop with multiple personality disorder).

Laurence Dawkin-Jones, Universal Networks International UK Managing Director:

"The Hallmark Channel has a loyal audience in the pay-TV market and already offers a strong lineup of great content including the Law & Order franchise of shows. This rebrand will allow us to enhance the channel by adding fresh, new content to the best of the existing lineup of series under a channel name that is instantly recognizable, has an exceptional global heritage and feels very contemporary. We know it will appeal to both our existing fan base and a whole new audience who may not have previously been familiar with the Hallmark Channel brand."

Bob Webster, Sky's Director of Channels & Operations:

"Sky has enjoyed a distribution relationship with the Hallmark Channel dating back over many years. The channel occupies a distinctive place in UK pay-TV and we believe this will only be enhanced through rebranding as the Universal Channel. With fresh impetus and wider appeal, this is good news for Sky customers."

Cindy Rose, Virgin Media Executive Director of Digital Entertainment:

"We are confident the rebrand will prove successful in attracting new viewers to the channel, whilst maintaining the loyal Hallmark audience."

This rebranding has come about because NBC Universal intend to strengthen their global suite of channels: Syfy Universal, Diva Universal, Studio Universal, 13th Street Universal and the Universal Channel.

Roma Khanna, Universal Networks' International President of Digital Initiatives:

"The Universal Channel is the flagship brand in our core channel portfolio and we are delighted to bring it to such an important market as the UK. This move is part of our strategy to deliver strong, exclusive subscription channels with world-class content to audiences around the globe."

My reaction? I'm pleased about this rebranding, mainly because Hallmark's name always reminded me of greetings cards and the association was for rather soft, family-orientated, schmaltzy miniseries. Universal Channel sounds more exciting, and I'm definitely keen to sample the Canadian series Shattered they're going to launch. Good news, I feel. What do you think?

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