EVP, Marketing & Creative Services Crown Media Family Networks
McAvoy was instrumental in repositioning Hallmark Channel as “The Heart of TV,” a move that boosted the launch of the network’s first scripted series “Cedar Cove,” which has already been renewed for a second season. “From the tagline to the on-air look and graphics, ‘Heart’ has resonated extremely well with our viewers, our advertisers and affiliates,” she says.
How do you define success at the workplace?
For my role at Crown Media, the repositioning and packaging of Hallmark Channel to “The Heart of TV.” From the tagline, to the on-air look and graphics, “Heart” has resonated extremely well with our viewers, our advertisers and affiliates. The new positioning helped us launch our first ever scripted primetime series, “Cedar Cove”, which was a huge success for us. And, we just green-lit season two!
What’s been the biggest story in cable this year?
Binge viewing and how quickly media consumption is changing day to day, click to click, device to device.
Best trick for maintaining the personal-professional life balance?
Finding Bill Abbott as my boss. He completely understands the demands of working parents—he has 4 children so I admire his ability to do it so well. He expects hard work and dedication while respecting that all his employees have their own, personal lives.
Who would you want to swap jobs with for a month and why?
Nick Saban (head football coach at Alabama) for the month leading up to and winning his 3rd National Championship. He gets to cheer on The Crimson Tide week after week, every year, with the ever-passionate fans—and he gets PAID to do it!
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