Hello, my name is brandon, and I watch the hallmark channel.
Upon reading this, you might jump to some wrong conclusions. Let's clear the air: Hallmark sucks. Yes, they dub themselves the "world's largest personal expression company," which should, upon no more than two moments of reflection, make you say:
...wha...?
But maybe I'm being nitpicky when I expect "personal expression" to entail personal...expression...Is no one at Hallmark aware of this? If I were to give any friend a two dollar card that has on its cover a soft-focus picture of two young pals playing catch and the word Friends embossed with a super-frilly script font, I hope he'd deck me.
Hallmark's founder, Joyce C. Hall (a man), said "Good taste is good business," a statement that doubtlessly adorns the halls and offices of Hallmark HQ at every turn. Good taste, he said. Okay. Whatever you say, Joyce.
When on the rare occasion that someone who doesn't know me well gives me some of Hallmark's vapid canned sentiment to go along with something I don't need, I say thank you. After all, civility to the last. But come on...
Hallmark "poetry" is so mawkish, so utterly horrid, just about anyone is qualified to criticize it, yet no one even bothers. It's that bad. I've never set foot in a Hallmark store, I've never purchased a Hallmark card, and I've never allowed a Hallmark product to adorn my refrigerator. I say all this to give my disclaimer a solid foundation. In case there is still any doubt, Hallmark is to sentiment as Justin Timberlake is to music. If he's lucky.
Okay then. I admit, I have contributed to Hallmark's mediocrity machine, regularly, for the past eight months. I had randomly discovered that they play M*A*S*H* re-runs from 11 p.m. to 1 a.m., EST. I'm an intermittent insomniac who grew up on M*A*S*H*. When I first saw some of those old episodes for the first time since about 1982, the memory flood just felt good. My family watched it religiously. That and Taxi and Barney Miller were the shows in Chez Heffernan at that time. I can remember vividly the unusually high cackle from my father when Frank Burns, lost from camp and speaking into a dead walkie-talkie, desperately tells any would-be-listener to look into the night sky and locate the brightest star. He's directly under that one.
They aren't always funny. In a single episode you can sometimes see how humor has evolved in this culture of ours. But by and large, it's still great, and I haven't tired of it yet. Of course I don't watch every episode, but just knowing it's there is a strange comfort. I guess I have to thank Hallmark for that. Damn.
There's more in store, too. I Just learned a few days ago that the Hallmark channel is going to re-run one of my favorite programs of all time, Northern Exposure. Every weekday at 1 a.m. That's right about when I call it a day, so it'll be a nice thing to fall asleep to. To my knowledge, no other channel has re-released that diamond in a pit of coal. It gives me great pain to say, Thank you, Hallmark...
Labels: at home
