Hallmark Channel Drops Marie Osmond's Talk Show
Associated Television International plans to offer "Marie" to local stations in syndication beginning in fall 2014.
Marie Osmond’s daytime talk show will not get a second season on Hallmark Channel, but it will look for new life in TV syndication.
Marie was a replacement for Martha Stewart's talk show and has suffered the same fate -- it isn’t easy to establish a talk show on cable in the middle of the day.
Hallmark issued a statement that essentially confirmed it has to change direction: “As the network examined and explored its work in daytime, we determined that the best direction for this daypart is to offer quintessential lifestyle service shows that inform and entertain our viewers with how-to, tips and ideas for living their best lives. We also find these types of shows best serve today's demand for digital video.”
Marie was not rated by Nielsen, but sources at the Hallmark channel say that they realized her show was not working for the audience they covet, which is primarily females ages 25 to 54.
Marie was nominated by for a Critics' Choice TV award last month but lost to The Daily Show With Jon Stewart.
Osmond’s show was meant to be informative and inspirational. It mixed celebrity guests with non-celebrities who had life experiences to share.
Associated Television International, which produces Marie, says it plans to offer the show as a daytime strip in TV syndication beginning as soon as fall 2014.
Hallmark will air original episodes of Marie into August and then repeats until its new daytime programs kick off Sept. 28.
Osmond, who did a previous talk show with her brother Donny Osmond from 1998 to 2000, will then be off the air for at least a year while Associated tries to launch it in syndication.
“We always believed that in order for the Marie Osmond talk show to flourish and resonate with viewers across the nation, we would embark on a multiplatform strategy incorporating broadcast, cable and digital opportunities," said Jim Romanovich, ATI’s president of worldwide entertainment.