PRESS TOUR: Cable networks evolve: Hallmark Channel and Investigation Discovery update brands

Thursday, 02 August 2012 08:24 PM Written by 

days_of_our_knivesBEVERLY HILLS, Calif. -- How smart is this? Investigation Discovery has enlisted  daytime soap stars to promote its daytime programming.

And after attending at least three Hallmark Channel press tour events, I finally realized the commonality in all of them: The color purple. Well, plum, actually, but close enough.

Read more about cable network branding after the jump. ...

HallmarkChannel_plumSo, first, Hallmark Channel: It hit me today when I saw the plum-colored tablecloths at a Hallmark-sponsored lunch: I've seen this at a Hallmark event before. Then I looked up: plum screens, too.

The network showed clips from its upcoming TV movies and guess what? An inordinate number of actresses were wearing wardrobes with plum in them.

Seated at a table with some network marketing/promotions execs, I asked about this plum overload. And I was told it's all intentional. The network marketing folks do have input in what the actors on the shows wear. 

The color scheme will change in the future with Hallmark Channel getting a broader color spectrum for its promotions in October. But until them, be on the look out for plum.

As for Investigation Discovery, its branding its daytime crime programming with a "Days of Our Knives" programming block. Though it might be a little odd to see soap stars (some from canceled soaps; some moonlight from their day jobs) advertising for the competition -- it is the fragmentation of the audience that's killing soaps, after all -- even unemployed soap stars have to make a living.

"I guess it depends on their time slot," said soap star Susan Lucci of the prospect of soap stars advertising for the competition. She has her own new show on ID.

Here's the network press release:

-- Includes First Look at DEADLY AFFAIRS with Susan Lucci, Airing September 3 at 1 PM E/P in the Original All My Children Time slot --

BEVERLY HILLS, Calif., Aug. 2, 2012 /PRNewswire/ -- Walking in on your beau bedding your best friend… Halting your wedding because your evil twin stole your spot at the altar… Discovering that your mortal enemy is really your long-lost sibling. These may seem like the plotlines of a delicious daytime soap, but sensational stories are anything but fiction on Investigation Discovery. Dishing out the drama of blindsided betrayals, mistaken identities, and deadly deceptions, ID is staking its claim on real-life soap operas with the launch of daytime programming block DAYS OF OUR KNIVES on Monday, August 20 from 1-4 PM E/P. By enlisting adored soap stars to host themed programming each weekday, ID will provide a new alternative to devoted soap fans searching for new "stories" to turn to. Hosting the block each day will be talent hailing from the drama that started it all, Guiding Light, to the now-longest running soap currently in production,General Hospital.

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"Investigation Discovery is already the home of guilty pleasure programming, but perhaps there is no more popular example of a classic guilty pleasure than the soap opera," said Henry Schleiff, president and general manager of Investigation Discovery. "With ID being the #4 network in daytime for Women 25-54*, we realized that soap fans already love The Young and the Restless so let's give it to them ID-style: the young and the reckless!"

Each week of DAYS OF OUR KNIVES will have its own theme and different stars to introduce the true-life programming based on their scandalous soap personalities. The schedule is as follows:

  • Tainted Love Week August 20-24: Hosted by Robert Newman (Joshua Lewis, Guiding Light) and Kim Zimmer (Reva Shayne,Guiding Light)
  • Wicked Women Week August 27-31: Hosted by Lynn Herring (Lucy Coe, General Hospital), Jacklyn Zeman (Barbara "Bobbie" Spencer, General Hospital), and Judi Evans (Adrienne Johnson Kiriakis, Days of our Lives)
  • Revenge Week September 3-7: Hosted by Drake Hogestyn (John Black, Days of our Lives) and Kristian Alfonso (Hope Brady,Days of our Lives)
  • Bad Boys Week September 10-14: Hosted by Matt Ashford (Jack Deveraux, Days of Our Lives) and Kin Shriner (Scott Baldwin,General Hospital)
  • Double Lives Week September 17-21: Hosted by Laurence Lau (Greg Nelson, All My Children) and Alicia Minshew (Kendall Hart, All My Children)
  • Family Secrets Week September 24-27: Hosted by Austin Peck and Terri Conn, who played Brad and Katie Snyder, a couple on As the World Turns and are married in real life

Additionally, on Labor Day, Monday, September 3 at 1 PM E/P, Investigation Discovery's DAYS OF OUR KNIVES block will offer viewers a first look at the all-new series DEADLY AFFAIRS with Susan Lucci. The top of the hour will be hosted by the queen of daytime television herself and will provide a 10-minute sneak peek of the series perfectly timed during the 1 PM time slot, which All My Children dominated for 41 years. DEADLY AFFAIRS premieres Saturday, September 8 at 10 PM E/P.

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