Sears, Roebuck & Co. has signed on to sponsor Hallmark Channel's
Hallmark Hall of Fame Collection.
Sears will have retail exclusivity on the package of off-net movie specials
that Hallmark Cards sponsored over the years on the broadcast-TV networks.
Hallmark Channel executive vice president of ad sales Bill Abbott said the
multimillion-dollar deal calls for the retail giant to get opening billboards --
a first for that Sunday-night program -- plus tagged tune-in promo