With ratings for The Martha
Stewart Show on a modest upswing,
Hallmark Channel will add more Stewart-
shows in 2011.
show has averaged
since Oct. 4,
cut a six-hour
Martha Stewart Living Omnimediaproduced
“Hallmark Channel Home”
afternoon block to four hours. Martha
Stewart was averaging 192,000 viewers
before the change.
A same-day repeat of Martha Stewart
at 2 p.m. is averaging 136,000 viewers,
up from the 96,000 viewers it had at 5
p.m. before it was replaced with repeats
of Little House on the Prairie.
“The audience for Hallmark Channel’s
Home block is steadily increasing as viewers
find our new original content in daytime,”
said Hallmark CEO Bill Abbott.
New lifestyle-themed shows from
MSLO next year will join the afternoon
block and other dayparts, executives said.
Martha Bakes, in which Stewart will
make several dishes from a single recipe,
and Petkeeping With Marc Morrone,
featuring opinions and tips from
pet guru Morrone and other animal experts,
are half-hour series.
Hallmark also has two holiday-themed
specials premiering in primetime on Dec.
6: Martha Stewart’s Holiday OpenHouse,
featuring Jennifer Garner and Claire
Danes, and Mad Hungry For the Holidays,
hosted by Lucinda Scala Quinn.
The networking is retooling daily talk
show Whatever With Alexis & Jennifer,
with Alexis Stewart and Jennifer Koppelman
Hutt. Currently on hiatus, when it
returns in first quarter 2011, it will move
to 11 p.m. Saturday, filming before a live
studio audience. Hallmark also ordered
an additional 80 episodes of Mad Hungry
With Lucinda Scala Quinn, which
airs weekdays at 11 a.m.