Hallmark climbs with The Biggest Loser Asia

HALLMARK CHANNEL      ASTRO      THE BIGGEST LOSER ASIA     

• The Biggest Loser Asia dominates time slot
• Last episode puts The Hallmark Channel in category leading position
• Sponsors include Nestle Malaysia and Fitness First

Malaysia - The Hallmark Channel's gamble on an Asian version of The Biggest Loser franchise has paid off with the latest episode making Hallmark the number one English Channel on Astro during the Tuesday 9pm time slot.

It propelled Hallmark to top by a significant 135% lead ahead of the second highest English Astro channel for viewers Astro 6+, and also ranked it sixth during the same time slot amongst all Astro channels (Source AGB Nielsen Media Research, Tuesday, 2 February 2010, 9pm, Astro 6+).

The top-five include Sun-TV, Prima, Wah Lai Toi, Hua Hee, and Vellithirai.

The latest episode nine which aired last Tuesday was 71% higher than the premiere episode amongst Astro 6+ (Source AGB Nielsen Media Research, Tuesday, 2 February 2010, 9pm).

"The Biggest Loser Asia is the entertainment buzzword nowadays. The show clearly has great appeal and viewer engagement as seen with the high ratings of Hallmark Channel as well as the extensive presence online and in the news," Karen Johnston, programming director for Universal Networks International, said.

"We are confident The Biggest Loser Asia will continue its winning streak in Malaysia and soar to greater heights with its new episodes and the highly-anticipated live finale in March," she said.

The contestant who loses the most weight by the end of competition will win US$100,000 and a car.

Sponsors of The Biggest Loser Asia include Nestle Malaysia as well as Fitness First.

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