Hallmark Entertainment Network is in the process of launching a multimedia marketing plan, following the roll-out of new programming and new positioning strategy – Celebrate Life – in November 2000.
The multimedia plan will also involve one-to-one interaction with the viewers to promote sampling of the channel. Hallmark Entertainment Network will focus on taking ‘Celebrate Life’ to its target viewers in the top 15 cities, giving them a feeling of new programming as well as the channel. The channel will be promoting ‘Celebrate Life’ through various family-occasions where one can watch the programmes in the company of dear and near ones.
The new changes in Hallmark channel include branded blocks: Lovebeat on Tuesdays to showcase romance; On the Edge on Wednesday showcasing action; Our Time on Thursdays for family movies; and Night Flies on Fridays for mystery and suspense.
Hallmark will air Kids Block in the mornings from 7 am to 10 am and from 4 pm to 7 pm in the evenings during the weekdays. To address kids below eight years, it has already introduced daily blocks like Wishbone, Seasme Street, Pappyland and Construction Site.
Hallmark is also looking at working out integrated marketing packages for advertisers. Some of the big advertisers who have joined Hallmark this year are: Godrej, Dominos, Heinz, Nestle, Samsung, Aiwa and Nokia.