Kermit—a joint venture between The Jim Henson Company and Hallmark Entertainment Network (HEN) is off the air. The 24-hour kids entertainment channel has been converted into a three-hour block on the Hallmark. The Kermit will be on the air for one hour in the mornings, and two hours in the evenings on the Hallmark channel.
Ms. Laxmi Hariharan, Associate Director, Marketing, HEN Asia Pacific Inc, attributed the withdrawal of the kid’s channel to recommendations based on research findings by New York headquartered market research agency, Lubin Lawrence. According to the findings, viewers wanted Kermit as a kids block on Hallmark and not as a full-fledged channel.
However, Ms. Hariharan added the Kermit brand would continue to be retained by the parent company, Crown Media International. Kermit was launched as a separate channel, in a few countries in the Asian region. The experiment did not seem to have worked wonders for the company.