For Hallmark Channel, daytime will become home.
"Hallmark Channel Home" is the moniker for the family-friendly service's eight-hour daypart, which beginning Sept. 13, will house exclusive Martha Stewart programming, as well as other programming from Martha Stewart Omnimedia.
The daypart, extending from 10 a.m. to 6 p.m., will showcase the sixth season of the Emmy Award-winning The Martha Stewart Show. The daytime lifestyle programming block also includes the new programs Mad Hungry with Lucinda Scala Quinn and Whatever with Alexis and Jennifer, as well as MSO library fare. New episodes of The Martha Stewart Show will bow at 10 a.m. and encore at 5 p.m, effectively bookending Hallmark Channel Home's weekday daypart. (Check out the network's Sept. 13 schedule here.)
On-air, the Hallmark Channel Home will be represented with daily promotion, keyables and channel bug for the entire daytime block. At www.hallmarkchannel.com, the Hallmark Channel Home look will be represented on microsites for individual programs as well as on Facebook and Twitter.
"The look and feel of ‘Hallmark Channel Home' is certainly unique but evolved from our complete on-air design package," said Marvin Dorson, senior vice president, creative services, Hallmark Channels in a statement. "We wanted to create a daytime block that was warm and inviting. ‘Hallmark Channel Home' will be the destination for viewers to experience simple ways to enhance their daily lives, celebrate special moments and make family holidays more fun."