The Hallmark Channel isn't known for must-see, edge of your seat content. Their films are typically much more wholesome, relaxing affairs as opposed to mile-a-minute thrillers or jaw-dropping dramas. But one programming block that gets its viewers very excited is the annual Kitten Bowl. This fur-ious "sports" event is not only cute, but it also serves a good cause by promoting pet adoption. Unfortunately, its days on Hallmark have abruptly come to an end.
The channel has announced that starting this Super Bowl Sunday, Kitten Bowl will no longer be a thing. This has many upset, which goes to show just how popular it had become. With another network potentially picking the popular event up, the fallout from Hallmark passing over this annual tradition could have them coughing up furballs themselves.
What Was Hallmark Channel's Kitten Bowl?
The Kitten Bowl had been a hallmark of Hallmark since 2014. Featuring fluffy little felines engaged in gridiron antics, the program was much more than just an exercise in cute. All of the games' hardworking cat-hletes were available for adoption, with tons of kittens being adopted by loving homes. Adoption stories and adoption resources were promoted throughout the show.
Kitten Bowl emulated the Animal Planet's Puppy Bowl as an animalistic alternative to the Super Bowl, and once introduced it was an instant sensation for the Hallmark Channel. Not only did it fit in well with their programming, but it also helped a great cause by helping animals in need and animal adoption groups. Yet as part of Hallmark's recent change in creative direction, they've moved away from this delightful and truly special event.
There will be no Kitten Bowl 2022, or any other sort of animal-content similar to it for the Hallmark Channel. This has led to massive disappointment from viewers, many of whom were looking forward to the baby cats performing their own versions of touchdowns as they found forever homes. Not only is the situation less than desirable for fans of the Kitten Bowl, but Hallmark themselves may have made a huge mistake.
Why Hallmark Should Have Kept the Kitten Bowl
Making viewers mad unnecessarily isn't good for any channel. While the Hallmark Channel has its fans, it's definitely no mainstream juggernaut in the same vein as Fox, TNT, ABC or streaming platforms such as Netflix. The Kitten Bowl brought in tons of viewers, namely cat lovers, some of whom may not have tuned in for Hallmark's typical programming. The fact that it did this during the height of Super Bowl hype -- holding its own with the Big Game, expensive commercials featuring celebrities and hotly anticipated movie trailers -- was a wildly impressive feat for the network. Cutting this ratings opportunity off at the paws won't do Hallmark any favors, let alone bring in potential new fans to the channel's preexisting shows through the additional exposure.
Kitten Bowl may end up being brought back by Hallmark's direct rival. GAC Family is a programming network very similar to the Hallmark Channel, and the executive running the show there is even the former CEO of Hallmark's Crown Media. He's expressed interest in reviving the Kitten Bowl on his channel next year -- which would be the ultimate slap in the face for Hallmark as it would provide a potential ratings lifter to GAC and continue to pull viewers from one network to the other. GAC has already gotten several Hallmark stars to appear on their network, including Chad Michael Murray, and it looks like the kittens could be next.
There's yet to be any detailed explanation as to why Kitten Bowl was cancelled beyond Hallmark's statement about moving away from animal-focused programs. It seems the Kitten Bowl didn't fit into the network's new programming vision. But sending the event packing is a mistake that Hallmark Channel will definitely regret.