In a bid to draw urban audience that stays with television till late, Hallmark has scheduled its two key series – Early Edition and Star Trek Voyager after 11 PM. The channel believes this will help capitalize on the captive audience available this time’ of the schedule.
“For Hallmark, in the last 12 months, audiences have peaked around 11 p.m. slot primarily due to our Science Fiction series - Star Trek Voyager. We are now capitalizing and expanding our viewership base. We are pushing Star Trek to Mid Night and slotting another series at 11 pm,” says Laxmi Hariharan, Director Marketing, Hallmark.
The channel is also premiering a new line up of movies in October, including Too Young to Die staring Brad Pitt. The channel will also air successful series like Guardian and Mcleod’s Daughters on Weekends.
Interestingly, channel believes that its strength in the Science Fiction genre will fuel its growth. Says Hariharan, “ The Sci-fi genre in India has come of age. Look at the success of Spiderman and Harry Potter. On Hallmark Channel, Star Trek has performed very well. As a strategy, we will continue to push this genre. Infact we want Hallmark to be known as the ‘Official Channel for Sci-fi!”