Hallmark Channel has struck a multiyear partnership Martha Stewart Living Omnimedia Inc. that will yield a bevy of programming on the family friendly network.
Topping the list will be original episodes of the Emmy Award-winning daytime series The Martha Stewart Show, now in its fifth season of syndication via NBC Universal Domestic Television Distribution, will join Hallmark's daytime lineup come fall.
As part of the agreement, terms of which were not disclosed, MSLO will also develop a range of new and original series and primetime specials that will complement Hallmark Channel's current schedule of original movies -- 24 of which will be produced in 2010 -- films from the acclaimed "Hallmark Hall of Fame" library collection, specials and classic TV series.
Beginning weekdays the fall, The Martha Stewart Show, which will continue to be filmed in New York before a live studio audience, will debut on Hallmark between 10 a.m. and 11 a.m. (ET/PT). Encore performances of the daily show will also be presented on the network.
The show will kick off a two-and-half-hour block of original Martha Stewart fare. Following the flagship weekdays from 11 a.m. through 12:30 p.m., Hallmark Channel will feature MLSO programming from across its portfolio of creative content. That roster currently includes Everyday Food and Whatever, Martha!
Upcoming MSLO programming includes the weekly series The Emeril Lagasse Show, featuring celebrity chef Emeril Lagasse, which has been picked up by Ion Television and is set to premiere on March 28. Other current programming includes Essence of Emeril, Emeril Live and Emeril Green.
MSLO also will develop numerous holiday and interview specials for primetime on Hallmark Channel.
"This is a match made in TV heaven. We couldn't be more excited about welcoming Martha Stewart to the Hallmark Channel family. She is the undisputed leader in cooking, home décor, design and gardening, and The Martha Stewart Show is the kind of high-quality, programming that celebrates life, exemplifying Hallmark Channel and the Hallmark brand," said Hallmark Channels president and CEO Bill Abbott. "We believe the creative programming, branding and advertising opportunities this partnership presents are limitless.As these properties join our already strong lineup which includes a full slate of original movies, our viewers, distributors and advertisers will continue to see in Hallmark Channel a destination like no other."
For her part, Stewart noted: "It has long been a dream of mine to bring our unique evergreen content to television in an expansive way. I'm delighted that we have found the perfect home for the kind of programming that consumers look to us for, a home that is devoted to excellence, family life and celebrations -- what we call Living. Our core values and content areas -- entertaining, weddings, crafting, cooking, gardening, holidays, pets and humor -- are a perfect fit with Hallmark Channel. I'm thrilled with the opportunity to further develop MSLO's deep pool of talent and provide audiences with exciting new programming that educates, informs, entertains and inspires."
