Oprah will soon shutter her syndicated daytime talk show and move to her own cable network (now with a new tagline). Another famous (and infamous) daytime talk queen will soon also move to cable.
Martha Stewart announced this morning she has signed a deal to move "The Martha Stewart Show" to the Hallmark Channel, effective this September.
And though Stewart isn't getting her own entire cable channel, she is carving out her own slice of Hallmark: After Stewart's show, Hallmark will air 90 minutes of programming created by Stewart's production company.
This analysis from the L.A. Times:
For Hallmark, which has built a strong audience in the 25-54 demographic with its movies, landing Stewart is a high-profile move that it hopes will broaden its appeal. While the channel gets decent ratings, it is not as strong in urban and wealthy markets as it is elsewhere. Stewart caters to an upscale audience that the channel hopes will translate to stronger advertising dollars.
Hmmm. I have one word for Miss Martha: Copycat!