Hallmark plumps for MediaScope as ad sales partner

It's a tie-up which has ample scope. Crown Media, the parent company of made for TV movie channel Hallmark, has signed on media sales company the Rohinton Maloo run MediaScope to ramp up its ad sales in India.

Hallmark has been around in the Indian cable and satellite TV marketplace for two years. And it has been making gradual progress. The past year saw its penetration climbing 50 per cent to nine million homes, claims Hallmark parent company Crown Inc V-P & director ad sales Gregory Ang.

"Both (distribution and viewership) have reached critical mass and it is vital that we have the right advertising sales representatives to consolidate our position as an advertising vehicle that reaches a crucial demographic," says Ang.

Ang says that MediaScope's background makes it the ideal candidate for the two-year extendable deal. From 1992, it marketed ad sales for Star TV in India till the takeover by News Corp. MediaScope also launched Cartoon Network and re-launched CNN on behalf of Time Warner in India. In 2000, it kicked-off the ad sales for HBO in India for an initial six months.

MediaScope managing director Rohinton Maloo is all ready with his pitch to advertisers. Says he: "We are planning to capitalise on Hallmark's unique positioning. Currently, it is the only channel that addresses children and parents simultaneously. Consequently, using it will be very cost effective for advertisers."

Maloo also plans to leverage the 480 retail Hallmark outlets in Mumbai for promotions, the first of which will take off for Valentine's Day. Something which has worked very well in Asia Pacific for the network, according to Ang.

From 13 million homes in the region last year, the channel now reaches 18 million homes. Ang attributes the success to an integrated marketing and an on-ground presence through Hallmark Cards' extensive retail network - a unique tie-up that no other channel can boast of.

The rights holders of programmes including Sesame Street and Clifford - the Big Red Dog can also link into Hallmark Channel's media sales, says Ang. The channel is distributed to more than 83 million homes in 100 markets worldwide, he claims.

Maloo is confident that MediaScope will be up to the task and make a mark on Hallmark's ad sales graph. Says he: "The past few months have seen a spurt in advertising activity from the automobile, insurance and investment sectors, as well as growth in kid-focused advertising. This bodes well for the Hallmark Channel, which offers advertisers the perfect communication environment based on its world-class original movies, series and kids programme blocks."

Latest Reads
FIFA legal action against BeoutQ for WC piracy

MUMBAI: FIFA will be taking legal action against Saudi Arabia-based BeoutQ, a pirated TV service operating in the Middle East and North Africa (MENA), which continues its illegal piracy of 2018 FIFA World Cup broadcasts, according to an official statement, carried by the Saudi Press Agency (SPA)....

Television TV Channels Sports
Viacom18 launches Colors Tamil HD in Singapore on Star Hub

After entering the Tamil GEC market, Viacom18, one of India’s largest entertainment conglomerates, has launched Colors Tamil HD on Star Hub, (channel no. 132) in Singapore.

Television TV Channels GECs
Zee Café, BBC Worldwide launch second season of premium British dramas

Zee Cafe has partnered with BBC Worldwide to once again entertain Indian audiences with premium British dramas.

Television TV Channels English Entertainment
Zee Tamil’s Sembaruthi completes 200 episodes!

Leading Tamil General Entertainment Channel (GEC) – Zee Tamil has been at the forefront of quality content across genres that caters to the diverse entertainment needs of Tamil audiences across the world.

Television TV Channels Regional
Zee Telugu Announces World Television Premiere of Sai Pallavi and Naga Shaurya Starrer Kanam

Weekend plans just got better with Zee Telugu’s horror World Television Premiere, Kanam, to your home screens on Sunday! From the Abhinetri-famed director A L Vijay, Kanam is a supernatural tale which blends elements of revenge and horror to give the audiences a spine-chilling experience. The film...

Television TV Channels Regional
BARC week 27: Sony sports cluster captures all top five slots

MUMBAI: The 2018 FIFA World Cup Russia continues its strong run for football viewership in India in its fourth week and guided Sony Pictures Network (SPN) India’s sports cluster to obtain all top five positions in the BARC all India ratings.

Television TV Channels Sports
Three channels each from SPN, Star India among top 10 in across genres

There were three channels each from Sony Pictures Network India (SPN) and Star India in Broadcast Audience Research Council of India (BARC) list of top 10 channels across list for week 27 of 2018 (Saturday, 30 June 2018 to Friday, 6 July 2018, week under review or consideration).

Television TV Channels Viewership
Sun TV notices downfall in gross viewership in BARC week 27

Star continues to rule the south regions – Malayalam and Telugu channels Asianet and Star Maa and has also gained second position in the Tamil region pushing behind Zee to the third position in Broadcast Audience Research Council ratings for week 27

Television TV Channels Viewership
BARC week 27: Aaj Tak continues to dominate Hindi news genre

The Broadcast Audience Research Council data for week 27 shows Aaj Tak dominating in Hindi news genre whereas ABP News found itself at second position in Hindi news (R). Republic TV continued to dominate the English news market.

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories