Hallmark Channel has appointed Media Scope Associates as their advertising sales representative in India. This means that Hallmark’s current advertising sales arrangement with Buena Vista International has come to an end.
Gregory Ang, Vice President & Director of Advertising Sales - Asia for Hallmark Channel’s parent company Crown Media International, Inc., said “Media Scope Associates would develop advertising sales strategies in India and handle all local advertising sales deals.”
According to Ang, “India is one of our key markets and our distribution and viewership there grew steadily over the past 12 months. Both have reached a critical mass and it is vital that we have the right advertising sales representatives to consolidate our position as an advertising vehicle that reaches a crucial demographic.”
“MediaScope Associates’ in-depth market experience and proven track record means that we are confident that they will expand our advertising sales business,” Mr. Ang added.
When asked about the reasons for the change from Buena Vista to Media Scope, Mr. Ang said, “ The change happened mutually as both companies had a rethink of their business and we agreed that it would be in our best interest to separate in order to fully pursue our individual company strategies.”
Mr. Rohinton Maloo, Managing Director of MediaScope Associates said, “The last few months have seen a spurt in advertising activity from the automobile, insurance & investment sectors, as well as growth in kids-focused advertisers. This bodes well for the Hallmark Channel, which offers advertisers the perfect communication environment based on its world-class original movies, series and kids program blocks.
With Hallmark Channel, MediaScope Associates will be able to offer advertisers creative marketing packages with various value added elements like on-air support and on-ground events to reach their target audience." “The arrangement is for 2 years to start with.” Rohinton Maloo added.
Media Scope has in the past had such advertising sales arrangements with channels like Cartoon Network and CNN and Star TV. Currently they are also the representatives for Disney’s publication in India.
Hallmark Channel’s viewership growth in India mirrors its expansion in the Asia Pacific region, where 18 million homes can now see the service, compared to 13 million one year ago. Over the past twelve months, the channel has created an integrated marketing and an on ground presence through Hallmark Cards’ extensive retail network. Globally, Hallmark Channel is distributed to more than 83 million homes in 100 markets worldwide.