New logo, look and tagline for Universal Channel from Friday 3 May

Universal Networks International (UNI) announced the refresh of its flagship brand, Universal Channel (DStv Channel 117) at a press conference at the elegant boutique hotel The Marion on Nicol in Johannesburg. Well-known actor Malik Yoba of Alphas was in attendance and proudly spoke of the other five shows in which he has starred on Universal Channel, namely New York Undercover, Trinity, Kingpin, Raines and Revolution.

The focus is on character-driven entertainment as the channel unveils its brand new positioning, logo, on-air packaging and tagline – 100% Characters. The network refresh will go into effect in Africa on Friday 3 May and will continue worldwide throughout 2013.

“We arrived at our unique positioning because we believe that great characters are the magnets that draw viewers back to their favourite shows week after week,” says Lee Raftery, EVP, Marketing, NBCUniversal International Television. “Universal Channel’s new logo, look and ‘100% Characters’ tagline are simple and intuitive enabling us to connect with the hearts and minds of our audiences, everywhere, and maximise the potential of this global entertainment brand.”

Universal Channel, a core channel brand for Universal Networks International, is seen in 103 countries and delivered in 16 languages around the world. The channel’s newly refined positioning – as the home of character-driven entertainment – comes to life across Asia, Africa, Central en Eastern Europe, Russia, Latin America, Brazil , the UK and Australia throughout the coming months.

“Universal Channel refresh underscores our long-term commitment to the brand and its on-going growth across Africa,” says Colin McLeod, managing director, Emerging Markets, Universal Networks International. “This brand evolution, along with a high- quality programming line-up will enable us to consolidate Universal Channel’s position as the leading international entertainment channel in the market and further increase its appeal to DStv subscribers.”

Following the channel refresh, Universal Channel fans can look forward to new seasons of their favourite shows including criminal dramas NCIS LA (Season 2), NCIS (Season 8) and Psych (Season 6) as well as the ever popular sitcom Two and a Half Men.

The Universal Channel brand refresh was developed via collaboration between NBCUniversal International Television’s Central Marketing Team, the award-winning creative division of Red Bee Media end world-leading TV brand strategist, Lee Hunt.