Digitaltveurope.com

Universal Networks International has rebranded the Hallmark Channel in the UK to Universal Channel. The rebrand will happen in October and follows successful rebrands in Australia and Africa.

The international channels arm of the Hollywood studio NBC Universal has been rebranding a number of its global pay-TV channels over the last year, including SyFy Universal, Studio Universal, Diva Universal, 13th Street Universal and Universal Channel. To coincide with the move, the network will launch the UK premiere of cop drama Shattered, which it co-produced with E1 Entertainment, and acquisition Rookie Blue.

“The Hallmark Channel has a loyal audience in the pay-TV market and already offers a strong line up of great content including the Law & Order franchise of shows. This rebrand will allow us to enhance the channel by adding fresh, new content,” said Laurence Dawkin-Jones, UK managing director, Universal Networks International.