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Hallmark Channel US has acquired the rights to the movie
Courage Under Fire.
The
Gulf War drama,starring Academy Award winner Denzel Washington
and Meg Ryan, marks a shift in channel programming, which
has so far been targeted either towards children or the
entire family. Courage Under Fire deals with moral
issues where nothing is black or white and is thus targeted
at the thinking, serious viewer.
Hallmark was attracted by the film due to its effective
storyline that makes the film stand out, a release states.
How effective the film is in garnering ratings in India
for the channel remains to be seen. The film has already
been shown several times on Star Movies. Besides this, Star
Movies and HBO are at each other's throats in a bid to garner
audience share for the Academy Awards, leaving Hallmark
with an increased challenge on its hands.
According
to Crown Media executive VP Programming David Kenin, "We
want to find the best programming for the network and we
will continue to deliver high quality, high impact television
entertainment for our viewers whether we produce the programs
or acquire them elsewhere."
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