LOS ANGELES: The Hallmark Channel has split its PR department into two divisions in an effort to raise its profile.
The cable network has also promoted two executive directors of communications to VP roles to lead the new units.
Elizabeth Hillman will head corporate communications and oversee press programs for the marketing, advertising, and distribution departments.
Pam Slay will be in charge of general market media and consumer PR, as well as handling communications for the channels' entertainment deals with outside partners.
"This creation of two separate publicity units within Hallmark Channel is supported by the current and projected growth of the network," said Hallmark EVP of programming David Kenin. "These dual departments will aggressively pursue every PR avenue to better position ourselves publicly, and to gain higher visibility among consumer press."
The Hallmark Channel, a division of Crown Media Holdings, has grown its viewership by 15% over the past year, and now reaches 95.7 million subscribers worldwide, making it the fastest growing US cable network based on subscribers.
The channel is best known for airing the Dinotopia miniseries earlier this year, a production of affiliate Hallmark Entertainment. That series gained mass consumer press interest, and was sold as a weekly series to ABC.