Hallmark Channel starts 2003 with new schedule, on-air look

Our Convergence Bureau
18 January 2003

Mumbai: Starting January 2003, Hallmark Channel now offers a new programme schedule to strengthen the channel’s brand essence of ‘Where Great Stories Come to Life’ and to emphasise more on programme genres that entertain the entire family.

The channel now comprises Hallmark original produced mini-series (Mondays and Tuesdays), drama series, Hollywood’s theatrical releases featuring well-known Hollywood stars and daily kids programming. Weekday drama series will be scheduled between 8:30 pm and 10:30 pm.

The primetime movie block that follows is now moved to 10:30 pm. Viewers who miss the initial airing can capture the rerun in the next morning. All these are packaged with the channel’s on-air makeover programmes featuring less commercial breaks.

Commenting on the new programming initiative, Hallmark Channel managing director Terence Yau says: “A programming mix that includes a wide array of theatricals, movies, drama series and kids programming is aimed at engaging every member of the family. Hallmark Channel is strengthening its position as a family-friendly general entertainment channel, enabling the channel to reach a larger viewer’s base and broadening our advertisers. The channel continues to offer great stories to the viewers during our daily primetime and the new ‘Mega Matinee’ movie block each weekend.”

As part of the new programming strategy, Hallmark Channel has packaged weekends as family-viewing days packed with movies all day. On weekdays, viewers can look forward to drama series, including the premiere of Hallmark produced ‘real life’ series Adoption and US series Family Law.

New seasons of favourites such as Early Edition (Season 3), The Guardian II and McLeod’s Daughters (Season 3) and popular series Star Trek Voyager and Touched By an Angel will continue to keep audience engaged. Early daytime viewing will continue to showcase Hallmark Channel’s Kids Block with premium programmes that include Sesame Street, Clifford, Flipper and Caillou.

In 2003, Hallmark Channel viewers can look forward to premiere of the following great stories featured by award winning stars: Johnson County War starring Burt Reynolds; Snow Queen starring Bridget Fonda; The Locket starring Vanessa Redgrave; Last Call starring Neve Campbell and Jeremy Irons; Mr St Nick starring Kelsey Grammer; and Frank Herbert's Children of Dune starring Alec Newman and Julie Cox.