SOURCE: Hallmark Cards, Inc.

Hallmark Cards, Inc.

Hallmark Cards, Inc.

November 18, 2009 08:00 ET

Lifetime Television and Hallmark Give Special Holiday Gift to "Army Wives" Viewers

Partnership With Cable's Number One Drama Among W18-49 Includes Hallmark's Sponsorship of Season Three Viewer's Choice Mini-Marathon, Holiday-Themed "Army Wives Gives Back" Segment and "Make It Meaningful Holiday Contest"

LOS ANGELES, CA--(Marketwire - November 18, 2009) - Lifetime Television and Hallmark Cards, Inc. are giving fans of the hit series "Army Wives" a special holiday gift this year -- a chance to see their three favorite Season Three episodes in back-to-back airings during a mini-marathon Friday, December 4, from 8 p.m. to 11 p.m. EST. During that time, fans also will see a heartwarming, holiday-themed "Army Wives Gives Back" segment that features a real-life Army family.

Starting immediately, "Army Wives" viewers can visit myLifetime.com to vote for their favorite episode of Season Three. Lifetime will air the top three choices during the mini-marathon Friday, December 4. During the 10 p.m. episode, Lifetime will air a Hallmark-sponsored "Army Wives Gives Back" segment in which "Army Wives" cast member Wendy Davis helps make a holiday dream come true for a deserving real life Army wife. After the marathon, the segment will also air on myLifetime.com.

"Army Wives Gives Back" is a series of two-minute branded content segments where the stars of "Army Wives" periodically take viewers to real-life army bases and into the homes of truly deserving Army wives and their families. These segments celebrate American military wives and pay tribute to these women's struggles and sacrifices.

"This partnership is another great example of how Lifetime connects with women, and Hallmark is the perfect partner to have for this multi-platform, holiday integration with 'Army Wives,'" said Debbie Richman, Executive Vice President, Ad Sales of Lifetime Networks. "We are two strong and trusted brands, and it's an honor to join together with Hallmark in celebrating military wives and families during this special time of the year."

"Our goal at Hallmark is to help fill the holidays with meaning by providing unique and personal ways to connect with loved ones," said Ann Herrick, National Campaigns Director at Hallmark. "The 'Army Wives Gives Back' partnership was the perfect opportunity to incorporate some of Hallmark's new holiday products -- like the Recordable Storybook and DVD Greetings that allow the senders to add their voices and other personal touches -- to help create a truly meaningful moment for a deserving army family."

Hallmark also is sponsoring the "Make It Meaningful Holiday Contest" on myLifetime.com from November 30 to December 31. Visitors to myLifetime.com will be asked to submit their photos and descriptions of their most memorable holiday moments. Daily winners will receive prizes of various Hallmark products; one grand-prize winner will receive $5,000, plus a $5,000 donation to a participating charity of their choice, courtesy of Lifetime and Hallmark.

ABOUT "ARMY WIVES"

"Army Wives" follows the struggles, dreams and friendships of a diverse group of women -- and one man -- living with their spouses and families on an active army post. The series films in Charleston, S.C. and stars Kim Delaney, Sally Pressman, Brigid Brannagh, Brian McNamara, Sterling K. Brown, Wendy Davis, Drew Fuller, Terry Serpico, Katelyn Pippy and Catherine Bell.

"Army Wives" is produced by ABC Entertainment Group for Lifetime Television. Mark Gordon and The Mark Gordon Company's President of Production, Deborah Spera, serve as executive producers. Jeff Melvoin, Marshall Persinger and Harry Bring also serve as executive producers. The series is based on the book "Under the Sabers: The Unwritten Code of Army Wives" by Tanya Biank.

ABC ENTERTAINMENT GROUP

ABC Entertainment Group develops and produces compelling programming for broadcast on ABC, as well as across television and digital platforms. The successful partnership between ABC Studios and ABC Entertainment has delivered some of the most successful, talked-about and evolutionary series on television today, including "Desperate Housewives," "Lost," "Grey's Anatomy," "Ugly Betty" and "Brothers & Sisters."

ABOUT HALLMARK CARDS, INC.

Kansas City-based Hallmark has been helping people communicate, celebrate and connect for nearly 100 years. Hallmark greeting cards and other products can be found in more than 41,500 places in the U.S. alone, with the network of Hallmark Gold Crown stores providing the very best selection. The Hallmark brand also reaches consumers online at Hallmark.com and on television through Hallmark Hall of Fame original movies and the top-rated Hallmark Channel. In addition, Hallmark publishes products in more than 30 languages and distributes them in 100 countries across the globe. The company's Crayola subsidiary provides fun and imaginative ways for children to colorfully express themselves. In 2008, privately held Hallmark reported consolidated net revenues of $4.3 billion. For more information about the company, visit http://corporate.hallmark.com.

ABOUT LIFETIME NETWORKS

Lifetime Networks is a diverse, multi-media company, committed to offering the highest quality entertainment and information programming that celebrates, entertains and supports women. Through its award-winning public affairs initiatives, the Company also advocates a wide range of issues affecting women and their families. Lifetime Television®, Lifetime Movie Network®, Lifetime Real Women® and Lifetime Digital™ (which includes myLifetime.com, LMN.tv, Lifetime Games, Roiworld.com, DressUpChallenge.com, MothersClick.com and LifetimeMoms.com) are part of Lifetime Entertainment Services, LLC, a subsidiary of A&E Television Networks, LLC. A&E Television Networks is a joint venture of the Disney-ABC Television Group, Hearst Corporation and NBC Universal.

Photography is available at www.lifetimepress.com.

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