Crown Media Family Networks Recognized as Market Leader: Exclusive Interview

A recent industry quiz fielded by MediaVillage demonstrated a high level of industry awareness of the ongoing success enjoyed by Hallmark Channelamp160and Hallmark Movies ampamp Mysteries MediaVillageamp8217s Industry IQ quiz attracted entries from more than 100 agency advertiser and network executivesamp160who put their television knowledge to the test in a 20question multiplechoice challenge Seventypercent of agency and brand executivesamp160accurately recognized Hallmark Channel as the network that owns the most holiday programming while 77 correctly answered that Crown Media premieres the most original movies in all of television For full questions and answers to the quiz click hereWhile the marketplace may be cognizant of the facts is it equally aware of the reasons these facts prove true Charlotte Lipman spoke with Crown Media Executive Vice President of Advertising Salesamp160Ed Georger to learn moreCharlotte Lipman Nearly 60 of agency and advertiser executives correctly answered that of AampampE Bravo Hallmark Channel TNT and USA Hallmark Channel is the only network to have grown over 20 with women 1849 in the last five years How do you explain continued growth in ratings when most networks are in the redEd Georger It starts with the foundation of the Hallmark brand which has a 100plusamp160year legacy and is associated with family holidays special occasionsamp160and celebrations So when people come to our networksamp160they have a level of trust and know what to expect Another thing that sets us apart is our stake on family entertainment amp8230 programming that viewers of all ages can enjoy We have two distinct networks with no duplication in content that are doing something no one else is doing Hallmark Channel is all about seasonal celebrations and tradition and it delivers lighthearted programming that makes people feel good And Hallmark Movies ampamp Mysteries has really come into its own in the last couple of years The network features more dramatic suspensefulamp160and thoughtprovoking content that stays true to the familyfriendly promiseCharlotte Most respondents to the Industry IQ quiz demonstrated an understanding that Crown Media Family Networks offers sponsorship opportunities during key time periods How are these opportunities unique and valuableEd Each of our networks offers something totally unique for marketers With a yearround programming event strategy Hallmark Channel creates seasonal environments that sync up with those key times of the year when marketers want to convey specific messages From Countdown to Christmas and Countdown to Valentineamp8217s Day to Fall Harvest and Thanksgiving Weekend Event to Spring Fling and Summer Nights these branded destinations throughout the year offer a seamless platform that aligns perfectly with the advertisersamp8217 objectives at any given time Hallmark Channel is also the only network on television to air an original twohour daytime lifestyle program fiveamp160days a week 52weeks a year amp8211 quotHome ampamp Familyquot The topical nature of the show is a goldmine for advertisers and presents endless integration opportunitiesHallmark Movies ampamp Mysteries one of the fastest growing networks in cable offers a totally distinct value proposition The networkamp8217s Mystery Wheels in particular have really struck a chord and are paying off for advertisers Because these franchises follow the same primary characters in several movies throughout the year they are similar to traditional series whereby viewers become deeply invested and tune in again and againCharlotte While a lot of other big network groups are nixing their annual Upfront events you did your first one ever Why nowEd Why not now We are in such a position of strength and have such a diverse slate of programming across both our networks amp160so we wanted to make some real noise about the incredible value we bring to the marketplace In a lot of ways our Upfront at the Rainbow Room was a celebration of our success together with our advertising partners And for those who have yet to come on board it was the right time for us to make a bold statement impressing upon buyers the magnitude of opportunities our networks offer Also the fact that so many other networks are ditching their events while we stepped up really sets us apart and makes a statement in and of itselfCharlotte Speaking of the Upfronts how are things going so far Ed In addition to our Upfront event our strategy was to meet with clients early and listenamp160 Listen to their challenges and objectives and then come back to them with solutions that will help drive their business goalsamp160 We have also been clear in pointing out the value proposition we deliver and the growth that we have experiencedamp160 I think at the end of the dayamp160clients will continue to recognize our value and we will have a very successful Upfront amp8230 togetherThe highest scorers and prize winners for the MediaVillage quiz included executives from Active International Carmichael Lynch Experian GroupM Hill HolidayTrillia Liberty Mutual OMD and Starcom MediaVestThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Crown Media Family Networks Recognized as Market Leader: Exclusive Interview

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Charlotte Lipman

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