Hallmark network eyes family niche in Asia-Pacific market

<p>Hallmark Entertainment Networks is making aggressive moves into </p><p>Asia, eyeing an educational family programming niche on the cable and </p><p>satellite TV platform. </p><p><BR><BR> </p><p>Launched more than a year ago, Hallmark's two flagship channels, Kermit </p><p>and Hallmark Entertainment Network, capitalise on the company's </p><p>merchandising, interactive and programming resources to offer integrated </p><p>marketing services to advertisers. </p><p><BR><BR> </p><p>Despite the two channels' late entry into the regional television scene, </p><p>Hallmark executives said the bundle of family-oriented channels were </p><p>confident of competing for viewers and marketers. </p><p><BR><BR> </p><p>Taiwan, India and the Philippines are the three key markets for both the </p><p>Hallmark and Kermit channels, according to Mr Kip Vanderbilt, Hallmark </p><p>Entertainment Networks senior VP for worldwide ad sales. </p><p><BR><BR> </p><p>Kermit and Hallmark channels have different content approaches, with the </p><p>former focusing on children's educational programmes and the latter on </p><p>big event movies and mini-series. </p><p><BR><BR> </p><p>Mr Vanderbilt said the "safe content" of both channels had broad appeal </p><p>for advertisers, with their viewer profile compiled of not only children </p><p>but also parents. </p><p><BR><BR> </p><p>Hallmark's distribution strategy is on a 24-hour, full channel basis in </p><p>Asia, with no plans for daypart distribution. </p><p><BR><BR> </p><p>Hallmark is now currently reaching eight million homes in Asia while </p><p>Kermit reaches six million homes; the network is targeting 12 million </p><p>and 10 million homes respectively this year. </p><p><BR><BR> </p><p>The advertising sales strategy will be devised on three levels: local </p><p>country base, pan Asia region and international. As international </p><p>advertisers already have great deal of experience with Hallmark, the </p><p>channels are bullish on growth in Asian markets, according to Mr </p><p>Vanderbilt. </p><p><BR><BR> </p><p>Marketers are not only interested in on-air advertisements, but also </p><p>on-the-ground promotion opportunities in alliance with the broadcaster's </p><p>events. With more than 1,000 retail outlets, Hallmark offers marketers </p><p>fully integrated communications services, given its interactive and </p><p>merchandising resources. </p><p><BR><BR> </p><p>Hallmark is also planning to make greater investments in consumer and </p><p>trade marketing campaigns this year, as part of an effort to strengthen </p><p>overall distribution and affiliate relationships. </p><p><BR><BR> </p><p>Despite the economic woes of the past two years, Mr Vanderbilt said the </p><p>biggest challenge in building a regional network in Asia was actually in </p><p>sourcing the best programming and marketing solutions: "Everybody has to </p><p>work harder - if we do well, we can build share," he said. </p><p><BR><BR> </p><p>With regional broadcasters increasing localised programming in a bid to </p><p>capture domestic advertising opportunities in Asia, Mr Vanderbilt said </p><p>Hallmark's localisation strategy would roll out gradually. </p><p><BR><BR> </p><p>In terms of local production, Hallmark focuses on big budget movies and </p><p>mini-series which have the capability to distribute internationally - </p><p>for instance, the channel is producing a major mini-series, Monkey King, </p><p>in China. </p><p><BR><BR> </p><p>Kermit is a joint venture of Hallmark Entertainment and The Jim Henson </p><p>Company; and Henson and Hallmark's combined programming libraries </p><p>provide Kermit with more than 4,000 hours of family-oriented </p><p>programming. </p><p><BR><BR> </p>