NBC Universal gets what women want on TV

MANILA, Philippines - Men may not get women’s wants and needs all the time, but in pay-TV,  NBCUniversal understands women — what makes them glued on television and what particular shows they would want to see at a particular time.

Backed by research, NBCUniversal, the world’s largest entertainment company which operates popular television channels in Asia Pacific — Universal Channel, DIVA Universal, E!, Style, Syfy and 13 Street Universalis — classified women in Asia into five unique segments: the Passionista, the Social-sider, the Trailblazer, the Heart-warmer and the Peacekeeper.  Dubbed High Heeled Warriors, the quantitative study not only shows NBCUniversal’s channels are geared towards women. It also has come up with programming line-ups and schedules that speak to women.

“The distinction of women and her influences uncovered by High Heeled Warriors research allows us and advertisers to engage with women across Asia,” said Christine Fellowes, managing director, Asia Pacific, Universal Networks International.

Based on the study, adventurous, spontaneous and assertive women — the Passionista — are more attracted in watching shows on E!, the home of pop culture, capturing topics that range from nightlife, fashion, music, entertainment and philanthropy.

The Heart-warmer or women who prioritizes family are inclined to watch E!.

The Social Sider or women who love keeping old friends and making new ones are glued to programs airing not only on E! but also shows on Universal Channel, which airs a mix of first-run, award-winning series and comedies.

The Universal Channel also better understands the Trailblazer, career-oriented women motivated by power and recognition. It also garners viewership from women who desires simplicity and stability — the Peacekeeper.

The biannual High-Heeled Warrior study informs NBCUniversal what women viewers would want to keep and improved in their programming.