Sky Media And Hallmark Extend Airtime Sales Deal
Sky Media, the advertising sales division of BSkyB, has extended its agreement to sell airtime for the Hallmark Channel for a further three years.
The new contract will take effect from 1 January 2003, ensuring that Sky Media remains the sole airtime sales representative for the Hallmark Channel, continuing a partnership which has been in place since the channel launched in May 2000.
Commenting on the deal, Hallmark Channel chief executive, Jeff Henry, said: “We explored other possibilities but it was Sky Media’s expertise, extensive resources and undoubted strength in the multi-channel environment which we felt could provide us with the greatest benefits.”
Sky Media’s managing director, Nick Milligan, added: “The Hallmark Channel has been a distinctive and highly-valued part of the Sky Media portfolio since its launch. We are delighted that this successful partnership will continue for a further three years and we look forward to helping maintain the Hallmark Channel’s growth into the future.
The Hallmark Channel has seen its audience grow significantly since its launch four years ago. The channel now attracts a 0.8% share of all multi-channel viewing, boosted by high-profile programme acquisitions such as the UK premier of US police dramas Law & Order: Special Victims Unit and Law & Order: Criminal Intent (see Hallmark Launches Campaign To Push Police Dramas).
The channel has also been at the centre of a bidding war for its control. Among those believed to be interested in acquiring the channel are former Five chief executive, David Elstein, News Corporation, Disney, Turner, Time Warner, Saban, MGM and Liberty Media. Elstein was understood to have tabled an offer of around £500 million for the channel earlier this year.
A winning bid would give the new owner control the Hallmark Channel in the UK, along with its other operations in over 120 countries. A successful take-over would also secure Hallmark’s extensive library of films, themselves worth several millions of pounds (see Former Five Boss Enters Bidding War For Hallmark Channel).
Crown Media: www.crownmedia.net
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