To this end, the channel is targeting the English movie viewing audience in the region through increased brand promotion. As part of its India-specific plans, Hallmark is looking at consolidating its distribution network in the metros and increase distribution in the mini metros.

Hallmark is currently available in 70 international markets in 30 languages and enjoys its strongest viewership in India, Philippines, Latin America and Europe. Modicorp Entertainment Network is currently the channel's distribution partner in India and has a viewerhip base of six million homes in the country.

Speaking to eFE, Hallmark Entertainment Network (Asia-Pacific) vice-president and MD Terence Yau said, the company was looking at India as a key market and while the initial focus was on offering English language TV movies, efforts were on to localise content through locally produced interstitials and off air promotions.

``The channel currently premiers 13 exclusively produced TV movies every month and Hallmark has also begun local production which will be unique to the local markets and tastes to meet the viewers demands,'' Mr Yau said.Following the visit of the network's chairman Robert Halmi Sr to Asia to check out locations, the channel was also ready to shoot ``Jungle Book'' in Rajasthan, India next year with local stars, he added. While close to 4,000 hours of original programming is available with the parent company Hallmark Entertainment, the remaining is outsourced, Mr Yau said.