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Crown Media in discussions to sell Hallmark
MUMBAI: Crown Media Holdings which runs the Hallmark Channel is said to be talking to different groups of investors to sell the broadcasters international operations.
A Reuters report added that last year Crown Media’s international operations lost $21 million on about $83 million of revenue. While Hallmark UK and South America have had offers it will be interesting to see if the Asia operations find any buyers. A couple of years ago the company had closed down its Singapore sales office.
It had also reduced the number feeds for the Asia Pacific region from seven to just two.
Crown Media realised at that time that it would be better off concentrating on trying to shore up the European market revenues and strengthening the US content offering.
In India, the channel is still struggling to make a mark despite original and high quality content. As reported a few months ago by indiantelevision.com, Hallmark had decided to stop taking ads in order to differentiate itself from other channels showing movies and mini-series.
What is also interesting from the India angle is the fact that HBO is said to be interested in Hallmark’s Latin America business and in the international rights to its 700-title programme library. If that deal goes though then HBO in India could have more original content to crow about apart from, of course, its original movies like the recently aired The Gathering Storm and series like Sex & The City.
The Reuters report has gone on to state that one of the principal parties in the negotiations is David Elstein, who used to be Channel 5’s CEO. The group of investors led by him is believed to have offered about $300 million for the entire Hallmark package. Other parties negotiating include private equity firms 3i Group and Providence Equity Partners.
Sources have also indicated that Crown Media is interested in getting Sony involved to counter Elstein’s offer. What could prove to be a hurdle here is that Sony is looking at acquiring MGM, which it feels could be more
profitable.
Another person who could just throw his hat in the ring, at least as far as the UK is concerned, is media moghul Rupert Murdoch. In the past, pay TV operator BSkyB had expressed interested in Hallmark’s UK channel. What has come in the way of the sale process is the market conditions. Also, Hallmark’s long-term contractual obligations with the cable and satellite TV providers that broadcast the channel deterred some parties, including Viacom.
Not surprisingly Crown Media will keep and continue expanding Hallmark US, which is proving profitable. It reaches about 59 million viewers and has a slightly different line-up of shows from what air internationally. They include Matlock, Mash and The Waltons.
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
