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.
