Another big name in daytime television is making the move to cable. Martha Stewart will make the Hallmark Channel her new home starting in the fall.
The switch from broadcast syndication to cable is part of a larger deal that will put a big chunk of Hallmark’s weekday schedule in the hands of Martha Stewart Living Omnimedia. Stewart’s company will offer 90 minutes of Stewart-branded programming that will immediately follow her show each day.
“It has long been a dream of mine to bring our unique evergreen content to television in an expansive way,” Stewart says. “I’m delighted that we have found the perfect home for the kind of programming that consumers look to us for: a home that is devoted to excellence, family life and celebrations — what we call Living.”
Starting in September, “The Martha Stewart Show” will air at 10 a.m. ET weekdays on the Hallmark Channel and repeat at 4 and 5 p.m. The morning broadcast will be followed by an hour and a half of programming that Stewart’s company will develop to “showcase experts and personalities from within MSLO.” The company will also produce holiday programs and prime-time specials for Hallmark.
Stewart’s move to cable follows that of Oprah Winfrey, who announced last year that she would end her daytime show in 2011 to concentrate on launching OWN — the Oprah Winfrey Network — a new cable channel set to debut in 2011.
Photo credit: Martha Stewart Living Omnimedia