[01/21/05 - 12:00 AM]
Hallmark Channel Solves Friday Night Ratings Puzzle with Mystery Movie Franchise

[via press release from The Hallmark Channel]


Hallmark Channel Mystery Movie Franchise Delivers Network�s Highest Friday Ratings Ever

Friday is no mystery to Hallmark Channel, which has arrested viewers with a new primetime lineup featuring premieres of three original mystery movie franchises � Mystery Woman starring Kellie Martin, McBride starring John Larroquette and the upcoming Jane Doe starring Lea Thompson.

The first installment of the Hallmark Channel Mystery Movie, Mystery Woman �Mystery Weekend,� debuted Friday, January 7 (9P-11P) and delivered a 1.5 HH rating, building to a peak at a 1.6 in its last hour. The contemporary whodunit averaged 1,039,000 Households, 296,000 W25-54 and 469,000 A25-54, almost doubling 4Q�04 time period in households and key female demos (+83% HHs, +93% W18-49, +83% W25-54 - (A18-49 +76%, A25-54 +73%)). �Mystery Weekend� doubled the �Touched by an Angel� Households lead-in increasing 29% for W25-54 and 58% for A25-54, thus becoming the highest rated program on a Friday in network history (Nielsen Media Research, 1/7/05).

The following week, McBride �The Chameleon Murder,� outpaced even the success of Mystery Woman the week before, becoming the highest rated Hallmark Channel program ever for that night and time period among HH impressions. The modern day mystery delivered a 1.6 HH rating, again building to a peak at a 1.7 in its last hour. �The Chameleon Murder� averaged 1,086,000 Households, 244,000 W25-54 and 421,000 A25-54, nearly doubling the 4Q�04 time period in households (+91%); +55% in P25-54 and +51% in W25-54. The Hallmark Channel Mystery Movie again outperformed its �Touched by an Angel� Households lead-in, increasing 77%; and increasing 57% for W25-54 and 43% for A25-54 (Nielsen Media Research, 1/14/05).

More than 5.6 million viewers tuned in to Hallmark Channel�s Mystery Movie Franchise in its first two weeks, including premieres and encore showings (Nielsen NPower, 1/7-1/16/05).

Additional installments of the Hallmark Channel Mystery Movies have already been ordered.

Hallmark Channel is a 24-hour basic cable channel that provides a diverse slate of highquality entertainment programming to a national audience of more than 67 million subscribers. The program service is distributed through 4,700 cable systems and communities as well as 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 125 million subscribers globally. In 2004 Crown launched its 24-hour second linear channel, Hallmark Movie Channel. Through its subsidiary, Crown Media Distribution, LLC, Crown also distributes award-winning titles from the Hallmark Entertainment, Inc. collection for exhibition in a variety of television media including Video-on-Demand and High Definition Television.


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

  [january 2005]  

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