In seeking carriage renewals for the Hallmark Channel, Henry Schleiff will stress the value of the baby boomer generation in discussions with cable operators. The former Court TV CEO was just named
head of Hallmark parent company, and says the network's challenges are very similar to those he faced at Court TV. At that channel, he built up ratings and carriage, took down its median age, and
solidified shaky distribution. Schleiff wants to lower Hallmark's median age, which is in the 60 range, aiming to target the boomer 25-54 group. While most cable networks are courting 18-49s, the
older end of the demographic is the one with the buying power--those who will not only pay for video service, but are potential customers for high-speed data and phone. "The guys paying the bills, I
think you want to keep on your side of the equation." Given the upcoming negotiations and ongoing negotiations with operators, he says it's in the company's best interest to highlight the value of the
Hallmark viewership to them.
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