• by Wayne Friedman , March 4, 2010

Crown Media Holdings' Hallmark Channel witnessed a slight gain in advertising revenues in the fourth quarter of 1% to $60.4 million.

This was an improving trend from declining earlier advertising revenue results. For the year overall, Hallmark witnessed a 4% decline to $214.5 million, from $223.4 million the year before.

Lower earlier-year viewer ratings versus 2008 resulted in the drop.

A restructuring of Hallmark's helped stabilize ratings -- especially new programs during the holiday season, such as several skating specials, coverage of the "121st Rose Parade," a special movie night hosted by hoops&yoyo, Hallmark Cards' most popular animated characters, and "Jack Hanna's Animal Adventures."

Growth continues for Hallmark among its subscriber fees, up 14% to $16.4 million, from $14.5 million in the prior year's quarter. Hallmark subscriber revenues are still lower on a percentage basis than its advertising revenues versus other established cable networks, where the split is closer to 50-50.

Overall, Crown Media Holdings, which also includes financial results from the Hallmark Movie Channel, climbed 3% in revenue to $77.6 million in the fourth quarter versus the same period in 2008.

Earnings before interest depreciation and amortization (EBITDA) climbed 9% to $25.4 million, from $23.3 million. Management credits cost control and an increase in subscriber fees.

Recently, Hallmark made a wide-ranging deal with Martha Stewart Living Omnimedia in which the company will provide a two-and-a-half-hour lifestyle programming block, Monday to Friday, for "The Martha Stewart Show," which aired in syndication for the last several years.