Martha Stewart and Hallmark Cable Venture in the Cards?

Image by Getty Images via Daylife

Broadcasting & Cable reports that talks are underway between Martha Stewart Living Omnimedia("MSLO") and Crown Media Holdings-owner of Hallmark Channel and Halllmark Movie Channel--concerning a new joint venture cable tv lifestyle network.

Talks are in the nascent stage, so its difficult to predict whether the outcome will be a new mega-company owned by the two entities or a more modest new cable channel, tentatively named Hallmark Home. Beginning in September, Hallmark will air the Mark Burnett-produced "Martha Stewart Show," which previously was a syndicated program. This week saw the debut of Stewart programming running seven hours daily on Hallmark, which is a lot of doilies and potpourri for a 24-hour viewing cycle.

Both companies would just as soon forget 2009, as Crown Media had a net loss of $22.5 million, and MSLO a net loss of $14.5 million. "TUOL" wonders if the Hallmark Movie Channel will air the "chicks in chains" movies featuring Linda Blair as a tribute to Stewart's brief incarceration in 2004.