Hallmark eyes local advertisers

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

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