CANNES -- NBC Universal is rebranding its flagship global channel brands in a multimillion-dollar investment to boost its international TV presence: The NBC U Global Networks division will become Universal Networks Intl.
Unveiling the strategy at Mipcom, the company said the revamped webs would deliver original firstrun content targeted at local auds around the globe. The webs will be known as Universal Channel, specializing in entertainment; 13th Street Universal, highlighting crime and suspense; Syfy Universal, the rebranded Sci Fi Channel; Diva Universal, specializing in femme fare; and Studio Universal, dedicated to movies.
The brands will bow beginning with Syfy U in France in January followed by Studio U in Latin America in February and roll out to 130 countries covering more than 150 million households by the end of the year.
"This focus on our five core entertainment brands, along with top-quality original content, will forge a powerful connection between our global presence and the needs of our local audiences," said Roma Khanna, prexy of NBC U Networks and Digital Initiatives.
The first fruits of NBC's new emphasis on original content emerged last week when it announced a deal with Warner Bros. in the U.K.
In addition content will be bolstered by global acquisition deals and original fare commissioned by recently appointed London-based production topper Denise O'Donoghue.
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