[04/04/05 - 12:00 AM]
Hallmark Channel's Mother's Day Promotion Breaks Affiliate Participation Record

[via press release from The Hallmark Channel]


Sweepstakes Promotion Will Reach Over 51 Million Subscribers

Hallmark Channel�s Mother�s Day sweepstakes promotion has broken affiliate participation records for the network and will reach over 51 million subscribers, marking an increase of 40 percent in participation over the Mother�s Day promotion in 2004. It was announced today by Janice Arouh, Senior Vice President, Network Distribution & Service.

�It�s encouraging to see our holiday promotions continually receive this positive response. We already have pre-sold participation in our Holiday 2005 cross-platform promotion to 75% of our participating affiliates,� said Arouh. �This continued sharp growth in participation proves the overall value our holiday promotions provide affiliates.�

This Mother�s Day, as part of the �Hallmark Channel Mother�s Day Sweepstakes,� Hallmark Channel is partnering with participating affiliates to offer one lucky individual a chance to take a guest of their choice on an extraordinary trip for two to Los Angeles and a chance to appear together in a Hallmark Channel Original movie.

Additionally, it is featured on Hallmark Channel�s Mother�s Day microsite found at www.hallmarkchannel.com. The microsite includes exclusive programming previews and an opportunity to enter the �Hallmark Channel Mother�s Day Sweepstakes.� The cross-platform promotion is also designed to drive traffic to Hallmark Gold Crown� Stores where it is featured in a point-of-sale (POS) display in 4,200 Hallmark Gold Crown� Stores nationwide.

By participating, the affiliate benefits from RGU driving cross-channel spots and customizable media tool kits.

According to a Beta Research 2004 Cable Operator Evaluation Study, Hallmark Channel ranks #1 in Marketing Support services among mid-sized networks (defined as reaching 36-69 million subscribers), and also outperformed a number of fully distributed networks.

The promotion coincides with the Hallmark Channel Original movie premiere of �Ordinary Miracles,� starring Jaclyn Smith (�Charlie�s Angels�) and Lyndsy Fonseca (�The Young and the Restless�), on Saturday, May 7 (9/8c). In �Ordinary Miracles,� Smith stars as Judge Kay Woodbury, a beautiful, but emotionally distant divorc�e whose career has become the main focus of her life. Having second thoughts after sending 16-year-old Sally Powell (Fonseca) to a juvenile correctional facility, Kay takes a chance and takes the sullen but sensitive Sally into her own home. Kay not only saves Sally, but rescues herself from a future of loneliness and regret.

To enter the �Hallmark Channel Mother�s Day Sweepstakes,� viewers can register at www.hallmarkchannel.com or shoppers can also enter by making a purchase using their Hallmark Gold Crown Card at participating Hallmark Gold Crown� stores. The Grand Prize includes an all-expense paid five-day/four-night trip for two to Los Angeles, relaxing spa treatments, a shopping spree and a chance to appear in a Hallmark movie production.

Hallmark Channel is a 24-hour basic cable channel that provides a diverse slate of highquality entertainment programming to a national audience of 68 million subscribers. The program service is distributed through 4,800 cable systems and communities as well as directto- home satellite services across the country. Crown Media Holdings, Inc. (NASDAQ: CRWN) owns and operates Hallmark Channel. In 2004, Crown launched its second 24-hour linear channel, Hallmark Movie Channel. Through its subsidiary, Crown Media Distribution, LLC, Crown also distributes titles from its award-winning collection of movies, miniseries and films for exhibition in a variety of television media including broadcast, cable, Video-on-Demand and High Definition Television.


For more information visit www.hallmarkchannel.com and www.hallmarkmoviechannel.com.

  [april 2005]  

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