A pairing of Hallmark and Martha Stewart may be the recipe for a new lifestyle channel with the Stewart brand, similar to Discovery’s Oprah Winfrey Network, reports B&C.
Crown Media Holdings, the parent company of Hallmark, currently has two programming outlets, the Hallmark Channel and the Hallmark Movie Channel. The reasoning behind the move would be for Crown to tap Martha Stewart Living Omnimedia’s digital experience, and Stewart would expand her presence in the TV universe.
However, insiders stress that the talks are tentative, and could result in a much smaller deal.
"The Martha Stewart Show" is joining Hallmark when it exits syndication, and the entire Stewart programming library has also been acquired by Hallmark. A new network would be in addition to those two previous deals.