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Published on .

(March 28, 2001) -- Going with its brand strength, the Odyssey Network will be relaunched Aug. 6 as the Hallmark Channel, according to its owners, Hallmark Cards and Crown Media Holdings.

The new look for the 30 million subscriber cable network, known for its family programming, will be supported by a multimillion-dollar promotion and advertising campaign featuring the Hallmark Card logo and graphics.

Hallmark Entertainment, the greeting card giant's television development and production subsidiary, will continue to provide the new channel with more than 4,000 hours of programming.

Strategic investors in Crown Media Holdings include Hallmark Entertainment, a subsidiary of Hallmark Cards, Liberty Media Corp., EM.TV & Merchandising AG (the parent company of The Jim Henson Company), the National Interfaith Cable Coalition and J.P. Morgan Partners (BHCA), L.P. -- Wayne Friedman

Copyright March 2001, Crain Communications Inc.

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