• by Wayne Friedman , September 7, 2010

With the increased presence of Martha Stewart in tow, Hallmark Channel is branding its entire daytime programming block with the name Hallmark Channel Home.

The new eight-hour programming block will begin Sept. 13, running from 10 a.m. to 6 p.m. ET/PT. The block will be headlined by "The Martha Stewart Show," now going into its sixth season, after five seasons as a syndicated show.

The Hallmark Channel Home will have its own daily promotional graphics, including a channel "bug" -- a logo that will appear in the bottom corner of the TV screen -- for the entire daytime block. Hallmark says Hallmark Channel Home graphics will also have a presence in specific Web areas at hallmark.com.

Other shows in the programming block will include "Whatever With Alexis & Jennifer" and "Mad Hungry with Lucinda Scala Quinn."

"The look and feel of Hallmark Channel Home is certainly unique, but evolved from our complete on-air design package," stated Marvin Dorson, senior vice president of creative services, Hallmark Channels.

The effort will run in conjunction with a previously announced multi-million-dollar marketing campaign to help viewers to make the transition of the Stewart show.

The campaign "Make The Move With Martha" is being co-sponsored by Farmer's Insurance and Macy's and includes national paid media: broadcast and cable, syndication, satellite, digital, national print and network radio outlets. It also includes an outdoor campaign, billboards and digital kiosks in 105 malls across 19 markets.

The promotion offers a national consumer sweepstakes in which consumers can enter to win a trip to New York to see "The Martha Stewart Show."

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