Martha Stewart In Talks With Hallmark To Get Her Own Cable Channel

(HMG) – Seemingly trying to follow in the footsteps of Oprah Winfrey, Martha Stewart is in “preliminary talks” with the parent company of Hallmark, Crown Media, about creating a new lifestyle television channel, according to Broadcasting & Cable. The joint venture is tentatively titled “Hallmark Home.” Martha  can already be seen on Hallmark several hours a day. Starting March 29, Hallmark will broadcast seven hours of Martha-branded programming every day. Hallmark will also begin airing The Martha Stewart Show in September and will collaborate with her throughout the year on various specials.  Ratings for the Hallmark Channel have taken a dive, with the first quarter of 2010, its audience fell by 34%. Since Martha already has control of nearly a third of Hallmark Channel’s programming, why not give her control of the channel, versus trying to start a new one?