The network has opted to air episodes of Little House on the Prairie instead of showing Martha's programming.
Hallmark Channels CEO Bill Abbott said:
"People don't yet think of cable, or Hallmark Channel, as having daytime original programming. So, we condensed the lifestyle block, focused on fresh, topical content and cut out library product that didn't do the ratings we were hoping for and lost us momentum.
We were very aggressive and likely a bit too aggressive. But we are committed to our lifestyle programming and investment in Martha and believe we can make it work.
We made a big investment and will focus on trying to make it work eventually. We got to walk before we run. It is important to get the 'Martha' show right along with the rest of the block.
Hallmark is hoping that the holidays will bring viewers to Martha's show. That sounds about right.
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[Image via WENN.]