Recapping the Upfronts: The Hallmark Channel and Hallmark Movie Channel

We’ll be recapping the TV “upfront” presentations as they happen!

The setting: Intimate and teetering on decadent in a private room at Eleven Madison Park.

The refreshments: White or red wine refreshed generously; amberjack or filet; caramel tart.

Songs of note: Instrumental jazz.

The pre-presentation entertainment: Instrumental jazz and mingling.

Key phrase: “Synergistic specials with cards”–the sort of programming Hallmark is planning in conjunction with its greeting-card sister. The titles are to include Be My Valentine and two Mother’s Day films: Meddling Mom and Soccer Mom.

Theme of actual presentation to ad reps: Sunny optimism, morning-in-America, the family.

Speaker: Bill Abbott, President and CEO, and members of his team.

Spurious claim: The Middle, which Hallmark Channel is to air in syndication, is a classic in the making like current Hallmark shows Frasier and Golden Girls.

Spin: “We truly own this holiday.” –A Hallmark exec on Christmas.

A look ahead: Marie Osmond’s daily talk show and a show called Home and Family will fill the gap left by Martha Stewart.

And in development down the road… two scripted series based on the work of romance novelists Debbie Macomber and Janette Oke.

Notable quote: “We think Pinterest is going to be a big thing for us.” [is asked what Pinterest is] “It’s crack for housewives.” –Annie Howell, EVP, Corporate Communications &  Media Relations