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[10/19/04 - 12:00 AM]
Kraft Is Exclusive Sponsor of Hallmark Channel's Holiday Original 'A Carol Christmas'

[via press release from The Hallmark Channel]

KRAFT IS EXCLUSIVE SPONSOR OF HALLMARK CHANNEL�S HOLIDAY ORIGINAL �A CAROL CHRISTMAS�

Kraft�s Second Entitlement on Network will Highlight Planters, Ritz, and French Vanilla Cool Whip Brands

Hallmark Channel Creating Unique Kraft Holiday Interstitials for Entitlement

Hallmark Channel announced today it has secured Kraft as the exclusive sponsor of its holiday movie �A Carol Christmas,� which will air on Sunday, December 5 at 9 p.m. (E/P). The movie entitlement will include a reduced commercial load of four minutes per hour, with Kraft products exclusively featured during breaks. Additionally, Hallmark Channel has created custom holiday-themed Kraft interstitials that will create a seamless environment for viewers. The announcement was made by Bill Abbott, EVP of Advertising Sales for Hallmark Channel.

During �A Carol Christmas,� Kraft will highlight its Planters, Ritz and French Vanilla Cool Whip brands. Along with Kraft�s traditional advertising spots, Hallmark Channel will air six customized interstitials that tie each brand to the holiday on-air environment through the eyes of Santa Claus on Christmas Eve. Throughout the interstitials, Santa is asking viewers to expand their snack offerings on Christmas Eve, beyond the traditional cookies and milk. For example, one interstitial has Santa arriving on Christmas Eve then stating �you never know who might be dropping by for a visit during the holidays, so be sure to have extra snacks like Ritz crackers on-hand.�

�Kraft returning for a second exclusive entitlement shows the unique value these sponsorships provide to our clients,� stated Abbott. �Hallmark Channel is known as a destination for holiday programming, and this is a great fit for Kraft to break through the clutter.�

�Hallmark Channel�s holiday movie provides a wonderful opportunity for Kraft to integrate its brands within the show�s environment,� said Gary Gruneberg, Director of Media Buying for Kraft Foods.

Kraft�s holiday entitlement is its second exclusive sponsorship of a Hallmark Channel movie. Earlier this year, Kraft sponsored the network�s premiere of �The Parent Trap (1998),� scoring Hallmark Channel�s second highest movie telecast in history with a 2.1 HH rating.

In �A Carol Christmas,� tempestuous talk show host Carol Cartman (Tori Spelling, �Beverly Hills, 90210�) is a modern day �Scrooge.� Insensitive, self-centered and downright stingy, the celebrity is working her TV crew to the bone, oblivious to the hardship � and hard feelings � she leaves in her wake. On Christmas Eve, when the egomaniacal Carol lays down for a nap before her big holiday show, she gets a series of visits from the ghosts of Christmas past, present and future, who present her with a priceless gift � the chance to change her ways and change her life.

Hallmark Channel is a 24-hour basic cable channel that provides high-quality, entertainment programming to a national audience of more than 64 million subscribers. The program service is distributed through nearly 4,500 cable systems and communities and direct-to-home satellite services across the country. Crown Media Holdings, Inc. (NASDAQ: CRWN) owns and operates Hallmark Channel, which, in addition to the U.S., is distributed worldwide to more than 122 countries. The combined channels reach more than 116 million subscribers globally. In January 2004, Crown launched its first digital service, the Hallmark Movie Channel, which is its second 24-hour linear channel. Through its subsidiary, Crown Media Distribution, LLC, Crown also distributes awardwinning titles from the Hallmark Entertainment collection for exhibition in a variety of television media including Video-on-Demand and High Definition Television.

- HALLMARK CHANNEL -

For more information please visit hallmarkchannel.com or hallmarkmoviechannel.com.





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