Hallmark Channel’s expects its pay revenues to rise 20 per cent in the current calendar year to end up at $600,000. The channels main focus will be on increasing the ad revenue, which is much lower than the subscription earnings.
According to the company sources, the target is to increase it from $218,000 last year to $1 million by December-end. The channel has earmarked $1.2 million (approximately Rs 5.7 crore) this year for advertising and promotions.
In distribution, the focus will be to improve the band positioning in the cities outside the metros where the channel has gained better visibility in the last quarter. The channel’s distribution has seen a 60 per cent rise in cumulative reach in the last quarter.
Hallmark, which competes against movie channels like HBO, Star movies and AXN, will also focus on the women’s band in the afternoons and the kid’s block to rope in advertisers.
Source: Financial Express