22 June 2012, Singapore – DIVA Universal, the leading English-language general entertainment channel in South East Asia is growing from strength to strength in the region and gaining a bigger share of audiences and top show ratings.
DIVA Universal is now the only major English general entertainment channel in Malaysia that is trending up among Astro viewers (4+, 20-44). While key competition has seen a downturn in ratings in the first five months of 2012, DIVA has gained a 34% growth in average ratings year on year among Astro 4+ viewers, showing that audiences are moving to DIVA Universal for their entertainment needs.
In Singapore, DIVA Universal has gained the largest growth (26%) in average ratings among Pay TV people 4+ in the first five months of 2012 versus the same period in 2011. The growth of DIVA’s audience in Singapore is significant especially since more pay TV viewers 4+ in S.E.A. tuned-in to DIVA Universal than many other general entertainment, factual and lifestyle channels in 2011.
The increase of viewers in Singapore and Malaysia, with increased time spent on DIVA Universal, is testament to its quality programming that engages the female audience. 2012 began with an influx of must-watch female-friendly TV shows such as the Steven Spielberg produced “SMASH” and the #1 Summer series in the USA – “Suits.”
The star-studded series “SMASH”, which premiered on 19 March, achieved the #1 spot during its debut among English entertainment channels on Astro. The series also continued as the highest rated show on English pay TV during its timeslot among the entire StarHub 4+ audience.
Not just a hit on the small screen, “SMASH” earned DIVA Universal major brands advertising on the channel. Subaru was a regional advertiser for “SMASH” beside Nestle and CIMB in Malaysia.
More recently, the Australian cooking reality-competition series “My Kitchen Rules” on DIVA Universal became the top show in Malaysia for the entire month of May among all English general entertainment channels with Astro female viewers (20-44).
To appeal to a younger female audience, DIVA Universal is expanding its offering with more original programming, non-scripted shows and interstitials that align with their interests and lifestyles. On 25 June, DIVA will launch its light-hearted non-scripted original “Hot Guys Who Cook” as well as the new brand of fashion entertainment television – “Fashion Star” helmed by Elle Macpherson and mentors Nicole Ritchie and Jessica Simpson.
Christine Fellowes, Managing Director, Asia Pacific, Universal Networks International says ‘DIVA Universal’s upward trend is the result of the investment we’re making to create a unique, vibrant entertainment experience for youthful female viewers in Asia. Through research, we’ve developed deep insight into what women want and DIVA is clearly the channel of choice for women. We expect DIVA Universal to be even more appealing to the female audience when the made-in-Asia original production “Hot Guys Who Cook” debuts with its plethora of gorgeous personalities serving up delicious food and sizzling hot entertainment. It will be a pleasurable viewing experience for women.’
About Universal Networks International
Universal Networks International, the international channels division of NBCUniversal, is one of the world’s premier entertainment portfolios, delivering quality content and compelling brands to over 176 territories across Europe, the Middle East, Africa, Latin America and Asia Pacific. The brands in the portfolio include Universal Channel, Syfy, 13th Street Universal, Studio Universal, E! Entertainment Television, The Style Network, DIVA Universal and Golf Channel. These unique brands deliver a full range of entertainment experiences to local audiences across the globe. Universal Networks International also operates Movies 24 and has a controllinginterest in the KidsCo joint venture.
Universal Networks International is a division of NBCUniversal, one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.
Press Enquiries please contact:
Universal Networks International, Asia Pacific
Marlene.ee@nbcuni.com
(65) 6326 1872
Strategic Public Relations Group
Regina.yeo@sprg.com.sg (65) 6325 8232