Hallmark eyes local advertisers

<p>SINGAPORE: Hallmark Channel is beefing up its advertising sales </p><p>force to capitalise on boosting distribution to 14.5 million homes </p><p>across Asia. </p><p><BR><BR> </p><p>The family entertainment channel is eyeing FMCG marketers instead of the </p><p>usual diet of regional corporate advertisers favoured by most satellite </p><p>broadcasters. Media analysts have linked the shift to a slowdown in </p><p>corporate advertising spend, prompting regional broadcasters like </p><p>Hallmark to focus on advertisers who usually spend on domestic </p><p>terrestrial stations. </p><p><BR><BR> </p><p>Hallmark vice-president and director of advertising sales for </p><p>Asia-Pacific, Gregory Ang, said the channel will tailor its efforts to </p><p>fit local market needs. Ang described localisation as an "inevitable </p><p>trend" for satellite broadcasters since they are "seen by people at </p><p>home" rather than during business trips. He said Hallmark intends to </p><p>fill the content gap - with family movies and children programmes - </p><p>which terrestrial stations have yet to plug. Its latest premieres </p><p>include Monkey King and Touched by an angel and Women of Camelot. </p><p><BR><BR> </p><p>Hallmark's family-oriented content, he added, makes the channel more </p><p>attractive to FMCG and telecom firms, retailers and fast food chains in </p><p>Asia. As part of local marketing initiatives, the channel will team up </p><p>with Hallmark's retail shops in Asia to promote its television </p><p>business. </p><p><BR><BR> </p><p>Hallmark currently distributes the channel to 15 Asian markets, covering </p><p>most the region apart from Hong Kong. </p><p><BR><BR> </p><p>Ang said Hallmark is negotiating with potential distribution outlets in </p><p>Hong Kong, through which it is uplinking its services. </p><p><BR><BR> </p>

by | 04/27/2001