"Playhouse" was hosted by Sarah Churchill and was a weekly half-hour. In 1953, the series was renamed "Hallmark Hall of Fame". It was the first time a major corporation developed a television project specifically as a means of promoting its products to the viewing public. The program was such a success that it was restaged by Hallmark several times during a period of fifteen years. "Amahl" was also staged by other NBC television anthologies. Under the supervision of creative executives at its advertising agency, Foote, Cone, and Belding in Chicago, Hallmark also transformed its radio "Hallmark Playhouse" into a "Hallmark Hall of Fame" format—this time, featuring stories of pioneers of all types in America—from 1953 through 1955.