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Hallmark, Martha Consider New Cable Channel

  • B&C, Tuesday, March 30, 2010 10:26 PM
Hallmark and Martha Stewart, may be joining forces behind a new lifestyle cable channel. Crown Media Holdings, the Hallmark parent, is holding prelim talks with Martha Stewart Living Omnimedia about forming a new company jointly owned by both outfits. The thinking: Hallmarks wants to tap Martha Stewart Living Omnimedia's digital expertise, while MSLO wants a bigger stake in the TV business. And if Oprah's getting her own channel, why not Martha?

The companies' first partnership was announced in January. The Hallmark Channel revealed a multi-year strategic partnership that has The Martha Stewart Show moving out of syndication and over to cable. NBC Universal was the distributor. Hallmark will air the Mark Burnett-produced show in September.



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