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Stewart follows Oprah to cable
Martha Stewart Living Omnimedia (MSLO) has signed a multi-year partnership with a US cable channel to exclusively air original episodes of daytime home and lifestyle series The Martha Stewart Show from September 2010.
Hallmark Channel, owned and operated by Crown Media Holdings, will strip the Emmy-winning show through the week, from 10.00 each weekday morning, kicking off a two-and-half-hour block of original MSLO programming.
The how-to series will continue to be filmed in New York City with a live studio audience, informing and inspiring viewers on subjects from cooking and entertaining to crafting and gardening, said Bill Abbott, president and CEO at Hallmark Channels.
As part of the agreement, MSLO will also develop new series and primetime specials for Hallmark’s schedule. This content is currently in development and will fill the 11.00-12.30 block in the Hallmark grid. Additionally, MSLO will develop holiday and interview specials for primetime.
"The Martha Stewart Show is the kind of high-quality programming that celebrates life, exemplifying Hallmark Channel and the Hallmark brand,” said Abbott. "The creative programming, branding and advertising opportunities this partnership presents are limitless."
The Martha Stewart Show is in its fifth season and is currently distributed to over-the-air stations in the US by NBC Universal Domestic Television Distribution. The move means Stewart is following chatshow queen Oprah to cable.
27 Jan 2010
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