LOS ANGELES (Reuters) - Lifestyle maven Martha Stewart is moving her syndicated TV show to cable television, taking “The Martha Stewart Show” to the Hallmark Channel in September 2010, both companies said on Tuesday.
Stewart’s five year-old daytime show, mixing celebrity chat with cooking, crafts and interior design tips, has struggled to gain a footing in syndication by NBC Universal, drawing a regular audience of under one million viewers.
Stewart’s move to cable TV follows that of talk show host Oprah Winfrey, who is ending her popular ABC TV chat show in September 2011 to focus on her Oprah Winfrey Network (OWN) joint venture with Discovery Channel.
Under the deal with Hallmark and the Martha Stewart Living Omnimedia company, “The Martha Stewart Show” will appear across the United States in the same morning time slot and will be followed by 90 minutes of other original Martha Stewart programing.
Stewart’s company will also develop holiday and interview specials for prime time on Hallmark.
Stewart, 68, said she was delighted with the move. “Our core values and content areas — entertaining, weddings, crafting, cooking, gardening, holidays, pets and humor — are a perfect fit with Hallmark Channel,” she said in a statement.
Reporting by Jill Serjeant, editing by Christine Kearney