As part of programming improvements, parent company Crown Media International will broaden its product offering to include Hollywood and TV hit shows never seen before in India, such as The Guardian, Party of Five and Star Trek Voyager.
Hallmark director of marketing, Laxmi Hariharan, said the channel would introduce a two-tier strategy by promoting the mother brand and creating event-specific programmes. A budget of US$1.2 million has been earmarked for advertising and promotions.
"We will increase brand awareness in the key cities of Mumbai, Delhi, Bangalore, Chennai and Calcutta through mass media campaigns, said Hariharan.
Hallmark will use a media mix of outdoor, cinema, websites, radio and print for its off-television promotional activities.
The channel will also use the more than 430 Hallmark Card stores in India for on-ground promotions.
In a separate development, Hallmark has struck a deal with MediaScope Associates to develop its Indian sales strategy. Hallmark has also hired ACNielsen Media in India, Australia, Singapore and Taiwan to provide advertisers with audience data.
One of its advertiser-directed initiatives will be to offer "virtual product placement", which means that after a particular movie or series has already been shot, the advertiser will have the option to digitally insert his product into relevant scenes. It plans to tap advertisers in the insurance, auto and technology categories.
