• Financial Times, Monday, October 5, 2009 10:50 PM

NBC Universal will completely re-brand its international television business. At the same time it is admitting that it won't meet targets for overseas expansion.

In April 2007, the company said it planned to double revenues in international business to $5 billion in three years. But Roma Khanna, president of NBCU Networks, now says the $5 billion figure won't be reached until 2011. In a new international strategy the company plans to streamline its portfolio of nine channels to five, all under the Universal Networks International name.

"In a fragmented entertainment world, brand is everything," Khanna says, which is why the company is using the better-known Universal brand rather than the NBC name in relaunching the channels.

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