Hallmark Channel Gears Up for Its Next Kitten Bowl

While at its surface the Kitten Bowl may just be the cutest couple hours on television Hallmarkamp8217s Kitten Bowl is deep rooted in a largescale corporate initiative to shed light on pet homelessnessKitten Bowl III presented in partnership with North Shore Animal League America and Last Hope Animal Rescue and Rehabilitation features only shelter animals all of whom are adopted out via national Kitten Bowl adoption events The adoption van outside the October taping of Kitten Bowl III is pictured below The first two Kitten Bowls led to 1200 shelter kittens and cats being placed in forever homes plus the adoptions of 237 dogs and 13 rabbitsHallmarkamp8217s amp8220Pet Projectamp8221 is the cable networkamp8217s evergreen initiative to both show the pleasures of pet ownership and advocate for shelter pet adoption amp8220It all starts with good family programming and our belief that the pet is part of the familyamp8221 said Ed Georger Executive Vice President Ad Sales at Crown Media Family Networks home to Hallmark Channel and Hallmark Movies ampamp MysteriesThe amp8220Pet Projectamp8221 is a major tentpole in Hallmark Channelamp8217s lineup The successful Kitten Bowl has launched two sibling shows The Paw Star Game and the new upcoming Ultimate Kitten Summer Games The American Humane Association Hero Dog Awards which have been telecast on the Hallmark Channel for five years shed light on canine courage with top honors this year going to puppy mill survivor and spokesdog Harleyamp8220Pet Projectamp8221 tieins are not limited to just those shows prominently featuring a four legged cast Hallmarkamp8217s daily lifestyle talk show amp8220Home ampamp Familyamp8221 showcased an adoptable pet in every episode throughout October National Pet Adoption month Hallmarkamp8217s programming looks to amp8220open the door for conversations around specific topics like pet adoptionamp8221 said Georgeramp160 Happy the Cat and Happy the Dog shelter rescues who dutifully serve asamp160 amp8220Ambassadors of Pawsitivityamp8221 also reinforce this message through exclusive appearances and videosItamp8217s a winwin for this yearamp8217s Kitten Bowl advertisers Align with adorable viral content while backing an important cause Additionally the Kitten Bowl and its online extensions offer unique opportunities for brands Church ampamp Dwightamp8217s Arm ampamp Hammer cat litter is the official sponsor and scent reliever of the Kitten Bowl locker room pictured below Reckitt Benckiseramp8217s Resolve carpet cleaner will be prominently featured during halftime when the turf may understandably need some freshening up Featured signage for novelty snack food brand Little Debbie will appear at the stadium while the brand will also partner on a series of nostalgic vignettes around the Kitten Bowl tailgateThis year the Kitten Bowl will also welcome its first automotive sponsor in Subaru For the automaker advertising during the Kitten Bowl is integral to its own corporate messaging amp8220Subaru Loves Petsamp8221 Subaru has been a longtime partner of the ASPCA American Society for the Prevention of Cruelty to Animals and supporter of animal welfare through organizations like Pilots N Paws which saves the lives of shelter animals via rescue transports Subaruamp8217s caninestarring ad campaigns as seen in the video below are both funny and heartwarming reminders that pets are family making this relationship between network and advertiser a truly meaningful one and underscoring the advocacy measures both have instatedamp160With amp8220Pet Projectamp8221 Georger noted the Hallmark Channel and associated sponsors tap into a loyal diehard community that becomes a highly engaged and powerful audience Social engagement around animal adoption and advocacy confirm this fact amp8220Social media has changed the world for homeless animalsamp8221 according to a 2014 article published by The Humane Society When leveraged correctly social media can save thousands of atrisk animals amp8220Committed people are involved in this project amp8230 there is value for advertisers and corporately itamp8217s a very important projectamp8221 Georger explainedThis month and through December the Hallmark Channel celebrates the holidays with its annual Countdown to Christmas programming It is worth noting that holiday enthusiasts are similar to pet enthusiasts in their passion and social media use It is also worth noting that as households choose to bring home pets as gifts this holiday season that 1 pet ownership is a responsibility and time commitment and 2 there are millions of shelter dogs and cats in need of homes according to the ASPCA approximately 76MM enter shelters nationwide every yearAs it continues to see growth in distribution and ratings Hallmark Channel is expanding its commitment to its amp8220Pet Projectamp8221 In an era of intense disruption and competition the company has put a stake in the ground in really staying true to its family friendly brand identity The amp8220Pet Projectamp8221 is not forced but a very natural corporate initiative in that a pet is part of the familyIn many cases or in mine at least that pet may just be the most important partThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Hallmark Channel Gears Up for Its Next Kitten Bowl

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Charlotte Lipman

Empowering Women in Media: Insights from Industry Leaders (Video) - By E.B. Moss

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Hallmark Channel Gears Up for Its Next Kitten Bowl

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Charlotte Lipman

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