MUMBAI: Rescheduled ad breaks. Revamped logo. Catchier promos and fresh programming.

That seems to be Hallmark India's strategy to woo the slippery viewer. Latest in the line of niche channels that are opting for a revamped look, Hallmark has decided to go in for a new image come 1 January.

The channel has also decided to reschedule its ad breaks to avoid channel surfing on the part of the viewer.

Cutting Edge Media's Rohinton Maloo who handles ad sales for the channel says the Hallmark logo would be more contemporary and avante garde. That as well as the catchy promos have been designed by Hallmark's Denver production team keeping the upmarket urbane youth in mind, says Maloo.

"In addition, there have been two changes made on the advertising front. Firstly, we decided that for a night film there will be no more than two breaks. Also, throughout the day each hour will have just three minutes of ad time. On the programming front, we will air the night films at 10:30 pm. Through feedback, we learnt that viewers are unable to watch us earlier as they tune into Hindi soaps. Also, every Sunday night will see a new film premiering on the channel. So viewers can expect 52 new films on Sunday nights alone."

Elaborating further on the programme strategy, Hallmark Asia managing director Terence Yau says, " Going along with the change, Monday/Tuesday movies are destined to showcase Halllmark original mini-series (Jack & the Beanstalk, Jason & the Argonaunt, Merlin etc) and Thursday is scheduled for the First Day Feathered theatrical release. The All-day movie packaged over the weekend gives parents an alternative who seek the pleasure of watching television together with their children, a place where hardly anyone else can offer. Viewers can also expect a lot more forthcoming enjoyment with the lineup of a variety of drama series (Early Edition Season 3, The Guardian II, Adoption, Family Law) that caters to different needs of the viewers. "

As far as channel performance for the year is concerned Yau said, " Based on the rating research findings from A.C. Nielsen, our most watched programmes in India are the kids block programmes that include Sesame Street and Clifford, and sci-fi series that consists of Early Edition and Star Trek Voyager. The best rating among them all is Clifford ," he says.