by Team TVWriter™ Press Service
Cuz, we assume, nobody was watching it as the Hallmark Movie Channel. In October, though, it’ll be called Hallmark Movies & Mysteries, and then, boy, will we ever see a jump in popularity.
Especially with the new logo it’s gonna get.
And the new tagline.
The thinking behind this move seems to be that there’s no point in improving the programming when all they have to do is give us – the mouth-breathing viewers they need but despise – some new branding to attract our attention. Here’s how Hallmark is spinning it:
Crown Media Family Networks announced today plans to realign Hallmark Movie Channel ’s brand across platforms with a new name, tagline, and logo. Beginning in fourth quarter 2014, Hallmark Movie Channel , one of the fastest growing networks in cable, will enter the next chapter in its evolution becoming Hallmark Movies & Mysteries. The brand transition comes as the network ups the stakes in the mystery genre with plans to introduce its first-ever Mystery ‘Wheel ’ in 2015, featuring a rotation of 3 distinct movie franchises, each consisting of 3 to 4 movies following the same primary characters and playing out over the course of several months. The Hallmark Movies and Mysteries ‘Mystery Wheel ’ will join the network’s unique and compelling mix of original movies, offnetwork acquired series, and presentations from the award-winning Hallmark Hall of Fame library. In addition to a new name, the network rebrand will include a dynamic new look, logo, and tagline, which are scheduled to be unveiled in October.
“Movies and the lighter side of the mystery genre exemplify what Hallmark Movie Channel has always represented – great, compelling stories that keep viewers engaged and wanting more, ” said Crown Media Family Networks President and CEO, Bill Abbott. “Coming at a time when the network features more fresh, original content than ever before, the re-imagination of the brand as Hallmark Movies & Mysteries is designed to more fully realize the network’s essence, while elevating its position as one of the most unique destinations on cable for viewers and advertisers, alike. ”
To become a cornerstone of the Hallmark Movies & Mysteries slate, the network’s first Mystery Wheel will launch in early 2015 with Garage Sale Mystery, a series of movies – a continuation of the storyline from the original Hallmark Channel movie of the same name that debuted in September 2013 – starring Lori Loughlin (Full House). The second movie franchise in the wheel stars Dylan Neal “Debbie Macomber’s Cedar Cove”) who will star in and executive produce, The Gourmet Detective, based on the series of books by Peter King. The third film series in the Mystery Wheel will be announced shortly.
Launched in 2003, Hallmark Movie Channel is currently in 53.5 million homes and rapidly growing.
Well, evidently not growing rapidly enough or we wouldn’t have this nonsense, would we?