Hallmark Channel revamps daytime programming block

The Hallmark Channel is setting a new table for daytime with two original programs set to launch this fall: a talk show featuring Marie Osmond and a lifestyle show called "Home & Family," which will be shot in Los Angeles on the Universal Studios lot not far from Wisteria Lane of "Desperate Housewives" fame. 

The Studio City cable network is regrouping after its 2-year-old partnership with Martha Stewart Living Omnimedia produced more lemons than lemonade. 

In the coming months, the Hallmark Channel plans to begin phasing out Stewart's programming.

The lifestyle maven's signature how-to show, shot before a studio audience in New York, will end production in late April.  Hallmark Channel will continue with reruns of "The Martha Stewart Show" until September. Stewart's other shows, including "Mad Hungry with Lucinda Scala Quinn," are expected to continue on Hallmark -- at least through the end of the year, Hallmark executives said.

"It's time for us to provide our own take on lifestyle programming," said Bill Abbott, chief executive of Crown Media Holdings, parent company of the Hallmark Channel and its sister Hallmark Movie Channel.

After failing to squeeze money from Stewart's programs, Crown Media intends to own the shows that it runs on its two channels. 

The Hallmark Channel's daytime strategy switch comes as the company embraces, once again, its trademark brand of wholesome family fare. The Hallmark channels have ordered 34 original movies this year, representing a 48% increase over their 2009 slates.

Read the full story in the Los Angeles Times.

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-- Meg James

Photo: Marie Osmond in 2001. Credit:  Gary Friedman / Los Angeles Times

Is this a good thing? Crown Media mulling Martha Stewart channel

It sounds like a good thing, but we're not so sure.

Crown Media, parent company of the Hallmark Channel, is apparently in talks with lifestyle guru Martha Stewart about creating a new lifestyle cable network for her. According to Broadcasting & Cable ace Claire Atkinson, Crown is in very preliminary discussions with Stewart's Martha Stewart Living Omnimedia about such a venture.

Here's a better idea. Just give her the Hallmark Channel to run. Stewart is practically taking over the network anyway, and it already has mass distribution. Why go through the hassles of trying to launch a new channel, which will struggle to get carriage on cable and satellite systems?

As Atkinson notes, starting today, Stewart will be responsible for practically one-third of Hallmark's programming. The cable network, which was on the block for years but couldn't find any takers, has struggled to make a name for itself and has gone through some pretty high-profile executives in the process, including Henry Schleiff and Margaret Loesch.

Ratings for the Hallmark Channel have taken a dive. As Company Town noted last week, in the first quarter of 2010, its audience fell by 34%.

Part of the challenge for Hallmark is trying to attract a wealthier audience. For a while, it had some decent ratings with mainstream family programming, but that did not necessarily translate into big ad dollars. It also is at a disadvantage when it comes to distribution fees. It doesn't get the same rates as channels that have similar ratings but are owned by bigger media conglomerates such as Viacom and Walt Disney Co.

Getting into business with Stewart was smart for Hallmark. Certainly Martha Stewart is a big brand with a following. Since she is already programming seven hours of the channel, just give her the other 17. It'll be a lot cheaper in the long run than trying to start a whole new network.

-- Joe Flint

Photo: Martha Stewart. Credit: Associated Press