A Million Dollar Channel: How The Universal Channel is using clever scheduling and smart shows to turn itself into a Million Dollar Listing.

With quiet determination and a month shy of its first birthday, The Universal Channel (DStv 108) that got rebranded from The Hallmark Channel almost a year ago in March, is starting to look a lot like a million dollar channel.

With a delicate (but persistent) and hands-on programming strategy, a consistent and consistently getting better schedule and flowing line-up, newer shows and even soon a sought-after territory series premiere, as well as courageously venturing out with clever genre expansion and quality reality shows, the place of The Universal Channel on DStv's electronic programme guide (EPG) is starting to echo the title of one the shows helping to turn around and invigorate it as a brand: Million Dollar Listing.

''Awareness of The Universal Channel is up remarkably on all brand parameters,'' Laxmi Hariharan, director of marketing for the Europe, Middle East and Africa (EMEA) region for Universal in London tells TV with Thinus when I asked what viewer reaction has been like since the introduction of the new channel last March. ''The Universal Channel is our flagship entertainment channel. Its core emotion is sensation; engaging viewers through its world class shows, characters and stories that connect with you on a deeper level.''

From recent focus group research under viewers that Universal conducted in South Africa its clear that viewers enjoy shows such as Law & Order, Two and a half Men, Monk, House and Haven that the channel added very soon after its American premiere last year. ''In terms of general TV viewing behaviour there's a clear pattern of wanting to watch TV as they get home to relax on weekdays. Sundays are also key viewing times for entertainment and Universal Channel is focused on fulfilling this need with its high quality award-winning series and movies,'' says Lamxi Hariharan.

For more on how The Universal Channel has steadily been changing into a much better TV channel, click on READ MORE below.

Asked about what the reaction has been from viewers on the reality genre that The Universal Channel has quite surprisingly, but with perfect execution and great selection, brought into the programming line-up, the channel says it has been done to both widen and attract a younger audience - successfully so. The Universal Channel ''launched'' its foray into reality programming with the wonderful Launch My Line, followed by the highly enjoyable and ''quality reality'' (if there is such a thing) Million Dollar Listing that starts its 3rd glamorous docu-reality season on Tuesday, 15 February at 20:00.

''Universal Channel is the destination for smart, engaging, entertainment from one of Hollywood's biggest studios, with a mix of award winning series and favourite films. New reality shows such as Launch My Line and Million Dollar Listing series have helped widen the audience by attracting younger viewers,'' says Laksmi Hariharan. ''Our aim is to continue to provide high quality award winning drama series and movies which can be enjoyed by the entire family.''

The Universal Channel's most exciting event ''is the launch of Fairly Legal our exciting new original co-production in April followed by the second series of two other well received co-productions Rookie Blue and Haven later in the year,'' says Laksmi Hariharan. ''Our core viewers see the channel as a great destination for family friendly quality content.''

Indeed The Universal Channel is much better than when it was known as Hallmark on channel 108. Clearly there's focus, attention, thought and a bigger emphasis on better programming and better scheduling being given to the channel. The Universal Channel, just before its first birthday, definitely has a more focused and energized intent. It's much more welcoming to regular as well as casual viewers. There's visibly more thought behind the schedule structure and tinkered schedule changes.

And to get and keep a brand-new hot show such as the upcoming Fairly Legal as a territory premiere shows that The Universal Channel is serious about also carving out a little exclusive spot for itself as true ''destination television'' instead of allowing NBC/Universal TV properties all go to other channels first. More than fairly good for a one year old.

ALSO READ: The Universal Channel grabs the hot new show Fairly Legal.

Being Erica III, Tuesdays, 20:00
CSI: New York I, Mondays, 20:00
Flashpoint II, Mondays, 20:50
Million Dollar Listing III, starts Tuesday 15 February at 20:00