MUMBAI: It has been a period of transition for Hallmark. The international division was sold to a group of investors by Crown Media last year for $242 million.

Now the channel has gone in for a new look and programming line-up. The new look signifies the broadcaster's commitment to offering high quality movies, mini-series and drama series in an attractive and engaging channel environment that is relevant to Asian audiences.

Sparrowhawk Media Group (which operates Hallmark) MD Asia Pacific Andrew Hanna said, “Hallmark Channel’s new look is designed to present our programming in the most contemporary and compelling way to our audiences. We will continue to provide our audiences with the same quality production values and premium entertainment shows they have come to know and love. Now, Hallmark Channel will do it better.”

Hallmark’s Asia Pacific creative director Cameron Craig said, "So often we see that everyday events in life are a wellspring for dramatic storytelling. Hallmark Channel offers people great drama entertainment that draws upon the full range of human emotion. Creatively, we have set out to reflect that great stories often exist in the drama that surrounds us in each person’s life, everyday.

The new on-air look features landscapes and captures scenes that aim to reflect the daily drama of people’s lives. These images were filmed in India, Malaysia and Thailand. Superimposed over these images are close-ups of what are typical Hallmark viewers reacting to the drama inherent in the scenes. The addition of the line ‘in every life, there is drama’ reflects, in a subtle but engaging way, the emotional connection audiences feel for the Hallmark Channel brand and its drama based programming.”

As far as the programming template is concerned Hallmark will continue to offer mini-series based on world famous novels, classic tales of mythology, great people in history and inspiring true stories. In 2006, the mini-series that will air include an adaptation of Jules Verne novel Mysterious Island which deals with a group of prisoners who have escaped from a Confederate prisoner of war camp during the American Civil War by a hot air balloon, William Golding’s tale To the Ends of the Earth which is about a young man's coming of age at sea, action adventure Supernova and the classic Greek tale of Hercules.

On weekdays, Hallmark will air movies and drama series, including courtroom drama’s Judging Amy and Family Law, spy thriller Spooks, murder mystery’s Midsomer Murder’s and Wire in the Blood and contemporary drama’s Doc Martin and Hustle.

Hanna adds, “Our new look and branding is part of our constant mission aimed to entertain the drama-watching and drama-loving audiences everywhere."