SATELLITE & CABLE: Hallmark dreaming up new brand positioning

Hallmark Entertainment Network (HEN) has unveiled a worldwide rebranding campaign with the aim to reinforce its family entertainment positioning. The Crown Media owned International network will aggressively look into advertising sales after laying down its new design and programming blocks. Based on a global psychographic audience research, Hallmark dreamed up the "Celebrate Life" branding tagline, aimed to motivate and connect viewers on the channel's programming. "Our new positioning clearly differentiates us from all other channels locally, regionally and globally," said Crown Media International executive vice president and deputy CEO Andrew Brilliant. "Hallmark Entertainment Network is like no other channel within the entertainment arena," he added. Individual marketing campaigns will roll out in local markets separately after the global rebranding campaign kicks off in November. With the efforts from its brand consultant Lubin Lawrence and designer PMcD, Hallmark created a new brand package including branded theme blocks, a new positioning line, on-air graphics and signature music. In additional, six new primetime branded blocks were designed to offer viewers specific programmes ranging from thrillers to romance movies. Launched two years ago amid the economic recession, Hallmark faced the most difficult moment in building up its business profile in the region. When Asia was hit by the economic crisis, many programme suppliers hardly received full carriage fee from local system operators because of the currencies dip and subscription plunge. Against all the downturn odds, Hallmark managed to grow its distribution base to 10 million 24-hour viewing households in Asia in the past two years. HEN Asia Pacific vice-president and managing director Terence Yau said the cable markets were pretty much saturated and competitive when the network first set up in Asia. Although the channel is still building up its business profile in the region, Hallmark is on the right track to evolve into the next phase of growth with an eye on advertising and multimedia development. Advertisers currently on board with Hallmark came from categories such as FMCG, automobile, beverages, telecom, fashion, household appliances and white goods. Bacardi, Coffee Bean, Electrolux, Hallmark cards, Heinz, Nestle, Pacific Internet and Pepsi are among Hallmark's advertisers. Once the channel defines its clear positioning among advertisers and viewers, HEN vice president and director of ad sales Gregory Ang said the channel is hoping that advertising revenue will pick up significantly. Advertising and subscription income will account for half-and-half of the channel's total revenue. As a new company, Mr Yau noted that the multimedia boom has given the channel new opportunities to explore potential business options. Hallmark owns the broadcast rights for its key productions, a luxury asset which the channel hopes to parlay into luring viewers and to widen its penetration on all media platforms, not just cable TV. Hallmark is now watched by 27 million households worldwide, and its upcoming new premier programmes include On the Beach, Jason and the Argonauts, Monkey King and In the Beginning. As for the Kermit Channel, a kids' channel owned by Crown Media, Mr Yau said long-term business plans were still in the process of being forged.

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