The Hallmark Channel has shrunk its lifestyle-programming block from Martha Stewart Living Omnimedia that launched only last month but has gotten off to a weak ratings start.
Stewart’s fans haven’t followed her to cable in large numbers so far, so the network has gone back to airing classic TV fare in the form of “Little House on the Prairie” in the 3-6 p.m. slot as of the first week of this month. Those three hours originally were part of what Hallmark touted as a 10 a.m.-6 p.m. MSLO lifestyle block.
Daytime viewership is staying with broadcast networks, which have a “crowded” offering of daytime content including shows from Oprah Winfrey and Ellen DeGeneres, said Hallmark Channels Chief Executive Bill Abbott, who may revisit the change later.
In another change, Laura Sillars, a former HGTV programming executive who joined Hallmark during the summer as senior vp lifestyle programming, has been forced out.
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