The Hallmark Channel is joining the roster of outlets that air the annual Tournament of Roses Parade.
Hallmark has sealed a deal to televise Tribune-owned KTLA’s Rose Parade coverage to a national audience. A ratings powerhouse in Los Angeles, KTLA’s coverage is also normally simulcast on Tribune’s WGN America superstation.
KTLA’s coverage of the 121st annual parade will once again be hosted by Bob Eubanks and Stephanie Edwards and will be shown without commercial interruption. Hallmark will present the telecast ad-free as well and will then replay the parade again immediately following the first run.
Hallmark’s coverage will air between 1 p.m. and 4 p.m. ET on New Year’s Day, which falls on a Friday in 2010.
Pickup was orchestrated by Hallmark Channel acquisitions/scheduling senior VP Michelle Vicary, who said the event was a good fit with the net’ss family- and holiday-oriented fare.
Because the Tournament of Roses organization doesn’t sell exclusive rights to telecast the parade, several outlets continue to cover the event — a list of channels that last year included ABC, NBC, Univision, Travel Channel, HGTV, WGN and RFD-TV.