THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Tuesday, February 14, 1995 TAG: 9502140056
SECTION: DAILY BREAK PAGE: E2 EDITION: FINAL
SOURCE: Larry Bonko
LENGTH: Medium: 72 lines
THE HALLMARK folks, who have produced dozens of classy films and specials for the television networks, including ``The Piano Lesson'' seen recently on CBS, haven't shown much interest in cable. Until now.
Robert Halmi Jr., the president and CEO of Hallmark Entertainment, appeared before TV writers in Los Angeles not long ago to announce that his company has finally bonded with cable television.
The bondee is none other than Virginia Beach's very own Family Channel.
The Family Channel landed a big one - the Hallmark TV inventory.
Come this fall, you'll be seeing ``The Hallmark Family Showcase'' on the Family Channel on Sunday nights at 7. Included in the showcase will be ``Hallmark Hall of Fame'' presentations from the past and original films to be produced by Hallmark in cooperation with the Family Channel.
Also on hand to meet the TV press on the West Coast was Paul Krimsier, the senior vice president for programming at the Family Channel's parent company, International Family Entertainment. He didn't say how the financing of the Hallmark-Family Channel joint ventures would be divided.
Whatever the arrangement, he is pleased to have it.
``This is the start of something big,'' Krimsier told the TV press.
He expects Hallmark to produce at least six new films exclusively for the Family Channel between now and 1997.
Make it new. Make it now. That's the motto at Family Channel headquarters in Lynnhaven.
Under IFE president and CEO Tim Robertson, the Family Channel has committed millions to developing new films and series. The channel, which started as a rerun machine - you can still catch vintage episodes of ``The Waltons'' at that address today - is rivaling HBO and the USA network in producing new programming for cable.
The Family Channel just premiered the Lincoln family film ``Tad,'' and in March will break out ``Dad, the Angel & Me,'' a film about an unconventional guardian angel starring Judge Reinhold, Alan King, Carol Kane, Shirley Knight and Stephi Line-burg.
Kane plays the angel.
Halmi called Hallmark's deal with IFE ``a great fit.''
He said it will be the first time that his company allows the ``Hall of Fame'' signature to be used by a company other than Hallmark.
Say ``Hallmark'' and what comes to mind? Quality television, no matter what the cost. No sweating the ratings.
``The programs that we will produce with the Family Channel will attract top actors and top directors,'' Halmi said. ``They will be similar to the `Hall of Fame' productions. We intend to do some special things for the Family Channel, things that you won't see on ABC, NBC and CBS. Something classier, perhaps.
``We never compromise on quality.''
The ``Hall of Fame'' is a giant leap from ``Maniac Mansion.''
The Family Channel's breakthrough in new programming came when George Lucas agreed to do new episodes of ``The Young Indiana Jones Chronicles'' for Robertson in Virginia Beach. He also had a hand in ``Maniac Mansion.''
Robertson went after Young Indy because he doesn't want the Family Channel's new programming to be just ``sugar-coated niceties.'' The CEO wants action and adventure, too, and stories strong enough the pull the whole family into them.
Halmi and Hallmark share the vision.
Hallmark's deal with the Family Channel to put on old ``Hall of Fame'' presentations and new projects does not mean that the company is turning its back on broadcast television. Hallmark will continue to produce films of quality for the networks three or four times a year.
Starting later in 1995, the Family Channel will be the only place on the dial where you can see the Hallmark productions on a weekly basis. by CNB