Hallmark Channel, MSLO Create Daytime Block

Hallmark Channel on Monday announced it has taken the next step in its multiyear programming partnership with Martha Stewart Living Omnimedia, taking the wraps off a new daytime block that will lead out of the Doyenne of DIY’s flagship show.Beginning Sept. 13, Hallmark Channel will run The Martha Stewart Show weekdays at 10 a.m. On the heels of MSLO’s signature series, Hallmark will roll out a new talk show co-hosted by Alexis Stewart and Jennifer Koppelman Hutt, stars of Sirius Satellite Radio’s Whatever with Alexis and Jennifer.Stewart and Koppelman Hutt put together a two-year run on the recently shuttered Fine Living Network, where they hosted the half-hour strip Whatever, Martha. The duo’s new, as yet untitled show will be shot in front of a studio audience and will feature interactive segments. (Viewers will be encouraged to call in and banter with Stewart and Koppelman Hutt about the issue of the day, via telephone or Skype.)At noon, MSLO executive food editor Lucinda Scala Quinn will helm Mad Hungry with Lucinda, a half-hour series that aims to “bring family back to the dinner table.” Quinn is also a mainstay of MSLO Radio on Sirius.Following Mad Hungry at 12:30 p.m., Hallmark will carry repeats from the first four seasons of Stewart’s Everyday Food. The remainder of the six-hour block will be dedicated to various other MSLO offerings, including: From Martha’s Kitchen, From Martha’s Home and From Martha’s Garden.The Martha Stewart brand will enjoy some exposure in prime time as well, as MSLO plans to produce two holiday-themed (Halloween, Christmas) specials and a pair of interview showcases. “An important benefit to the introduction of the new programming is the potential for increased advertising revenues,” said Bill Abbott, president and CEO, Hallmark Channels, during Crown Media’s first-quarter earnings call. “The Martha Stewart Show attracts a significant number of advertisers with attractive sponsorships and product placement opportunities. ... We believe that the Martha Stewart programming, in general, will bring in new advertising categories and new clients.” The deal that brought Martha Stewart to Hallmark Channel was first announced in January.Hallmark is banking on Stewart to bring along a wealth of new viewers as she makes the transition from syndication to basic cable. In the first quarter of 2010, Hallmark Channel saw its total day deliveries fall 23 percent from the prior-year period, with an average daily draw of 533,000 viewers. Women 25-54 also waned, as the core demo dropped 15 percent to 123,000, per Nielsen.Ad sales revenues at Hallmark Channel and Hallmark Movie Channel were down 8 percent in Q1, to $51.3 million.

Convergent TV

Hallmark Channel, MSLO Create Daytime Block

Anthony Crupi

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