Ladies, we are the target audience the Hallmark Channel would die for!
The Hallmark channel has struggled to find an identity airing lots of reruns of “The Golden Girls” and “Little House on the Prairie.” But now the channel has hitched its wagon to the Martha Stewart brand and is hoping to pull in ladies just like us.
“Her syndicated Martha Stewart Show, which previously ran on NBC-owned TV stations, will move to Hallmark at 10 a.m., with repeats at 4 and 5 p.m. There will be an hour-long talk show called Whatever With Alexis and Jennifer at 11 a.m. starring Stewart’s daughter, Alexis Stewart, and Jennifer Koppelman Hutt and, at noon, a half-hour cooking show named Mad Hungry With Lucinda Scala Quinn, the cookbook author and executive food editor at Stewart’s media company. In the afternoon, Hallmark will run Stewart’s Everyday Food and other how-to shows from her program library including From Martha’s Kitchen, From Martha’s Garden and From Martha’s Home.”
“The Stewart and Hallmark partnership makes sense, says Brent Poer, managing director of the Los Angeles division of advertising agency MediaVest, because the tastemaker is known for quality and class and has a ready-made following. He predicted that Stewart, 69, would appeal to viewers of all ages, which should help the channel lower the median age of its audience from its current 59.”
And I have to say that I have never in my life DVR’d anything on the Hallmark Channel but on Sunday night I went through and set up a series record for “Whatever with Alexis and Jennifer” and “Everyday Food.” (Although I was disappointed by Alexis and Jennifer’s first show. I love how dirty and mean they are on the radio and they can’t do it on TV, especially not with celebrity guests. I think they need to be more like a late-night show and be bawdy and make fun of stuff. They’re no fun kissing Paula Abdul’s butt!)
I am thinking I may set up recordings for the Lucinda Scala Quinn show and Martha’s kitchen, garden and home shows (I can fast forward through the stuff I don’t care about. However, Michael will have a heart attack when he sees his DVR space taken up with this stuff!)
I listen to Martha Stewart Radio on Sirius when I’m in my car. I call in way too frequently. And now I can relax at night to my favorite Martha Stewart shows.
Are you buying in too or is it just me? Will eight hours of Martha programming draw you to the Hallmark Channel? Will you watch it live or record it? What will you be watching?