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Hallmark brings Hollywood fare
"Where great stories come to life'' is the slogan around which Hallmark Channel -- the youngest of all channels offering Hollywood fare -- has repositioned itself. And with an aggressive sales and distribution strategy coupled with an impressive programme line-up, it has set sail on a journey to conquer the hearts and minds of its viewers.
Broadening their offering by introducing box-office hit Hollywood movies never before seen in India, the channel has lined up the "Star Trek Voyager'', "The Guardian'' and the "Party of Five'' series besides premiering Golden Globe winning original movies like "Judy Garland: Me and My Shadows''.
With the premiere of "Steel Magnolias'' starring Julia Roberts in May on the occasion of Mother's Day, Hallmark will also be moving towards engaging mass eyeballs with theatrical movies. This follows the Channel's premiere of "Courage Under Fire'' starring Meg Ryan in the U.S. earlier this week.
``Hallmark is the only channel which has made Hollywood stars available in India. The stars have always supported the channel by being available to both the Indian press and the consumer,'' claims the Channel's Marketing Director (Asia), Laxmi Hariharan. ''Our key focus is to consolidate distribution, convey our product proposition, bring in new viewers and clearly position our channel in the minds of the consumer.''
The new show launches that Hallmark can boast of in the near future includes Australia's number one terrestrial television serial, "Mcleod's Daughters'' in March and "Fidel'' based on the colourful life of the former Cuban President, Fidel Castro. Other highlights for 2002 include "King of Texas'', "How to Murder a Millionaire'', "Baby Cakes'', "Dalva'', ''Dance Till Dawn''and "Dr. Quinn Medicine Woman: The Movie''.
Also planned for the coming year are aggressive ground promotions including a multi-media marketing mix to celebrate women's week on the occasion of Mother's Day in May. ''We will also be consistently cutting through the media clutter with our upcoming campaigns,'' says Laxmi. Already, the channel is in the midst of telecasting two popular American television series - "Sesame Street'' for kids and "Clifford -- The Big Red Dog'' and along with the Hallmark Cards' extensive retail network, it has been able to penetrate nine million Indian homes. ''We will now be pro-active in preempting advertiser needs and provide tailor-made communication solutions,'' says Rohinton Maloo, Managing Director, Mediascope Associates and Hallmark Channels' partner for ad sales in the country.
By K. Kannan
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