SATELLITE & CABLE: Hallmark dreaming up new brand positioning

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