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Tuesday, Mar 12, 2002

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Hallmark bid to expand reach

Our Bureau

NEW DELHI, March 11

IN the wake of competition from other movie channels, Hallmark Channel is planning to consolidate distribution, increase reach and the brand visibility.

The channel has tied up with Mediascope Associates for ad sales in India. It is targeting at revenues close to $1 million in 2002-03, while its revenues are just 40 per cent of that this year. It will also invest about $1.2 million for its marketing activities next year. Ms Laxmi Hariharan, Marketing Director-Asia, said India and Taiwan were two of the key markets for the channel in Asia. Hence, as part of its focus on India, the channel would adopt a two-tier strategy by promoting the mother brand and create event-specific programmes.

It would use almost all modes to effectively promote the channel. On the programming front, the channel would broaden its offering by introducing box office-hit Hollywood movies and also launch new series.

According to Mr Rohinton Maloo, Managing Director, Mediascope, "The channel will also try and leverage the benefits of the several Hallmark card shops present across the country to promote the channel." He said that niche networks such as Hallmark Channel provide a targeted and no-wastage vehicle for the advertisers.

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