The Hallmark Channel has long been a staple of cable television, known for its endless stream of feel-good Christmas movies and family-friendly content. While many cable networks have shifted their focus to streaming, Hallmark has remained steadfast in its commitment to traditional cable. However, in a surprising move, Hallmark has decided to enter the streaming wars, joining the competition with its own unique approach.
Despite the decline in cable viewership, Hallmark has managed to maintain a loyal audience. The network continues to produce a significant amount of original content, including 40 holiday-themed movies this season alone. This dedication to programming has paid off, as Hallmark often boasts the most-watched entertainment program on cable, especially during the holiday season.
Hallmark’s success can be attributed to its strategic decision to prioritize its linear audience. While other networks have rushed to compete with streaming giants like Netflix and Amazon, Hallmark has focused on serving its cable subscribers. This approach has allowed the network to maintain its ratings and even see growth in some areas.
In 2023, Hallmark launched new series for the first time in over six years, including the time-travel mystery “The Way Home,” which has become one of cable’s most-watched original entertainment series. This success demonstrates that there is still a demand for quality content on traditional cable.
However, Hallmark is not entirely ignoring the streaming trend. The network has made its programming more accessible to non-cable homes through deals with platforms like Peacock and its own Hallmark Movies Now app. These moves ensure that Hallmark’s content reaches a broader audience without alienating its core cable viewers.
Lisa Hamilton Daly, Hallmark’s executive vice-president of programming, has played a significant role in the network’s recent success. With experience at Netflix, Daly has brought a fresh perspective to Hallmark, helping to evolve its programming while staying true to the brand’s core values. This balance has allowed Hallmark to experiment with new types of content, such as more comedic movies, while still delivering the heartwarming stories its audience loves.
One of the key lessons Hallmark has learned is the importance of its actors. The network’s stable of beloved talent drives viewership, and fans enjoy seeing their favorite actors in different roles. This loyalty has helped Hallmark maintain its strong ratings and continue to grow its audience.
Hallmark’s ability to create “must-see” TV events has also contributed to its success. By making its programs feel like events that viewers need to watch live, the network has managed to capture the attention of its audience in a way that many other cable networks have struggled to do.
For the 2023 Christmas season, Hallmark has planned several exciting events, including a movie set at the Biltmore Hotel in Asheville, North Carolina, which features period elements and a magical-realism storyline. This type of unique programming helps keep viewers engaged and excited about Hallmark’s content.
In addition to its holiday movies, Hallmark has also found success with year-round franchises like the Wedding Veil movies. While the network has not yet set any of these non-holiday characters in a Christmas movie, the idea has been floated, and it could be an interesting way to blend Hallmark’s popular franchises with its holiday programming.
Hallmark’s commitment to linear cable has not come at the expense of its digital and delayed viewing audience. The network continues to grow its presence in the streaming world, ensuring that its content is accessible to a wider audience. This dual approach allows Hallmark to cater to both traditional cable viewers and those who prefer streaming.
Hallmark Movies & Mysteries, the network’s sister channel, has also seen a renewed focus on mystery content. After moving away from mysteries for a time, the channel has listened to its viewers and brought back fan-favorite mystery series, as well as developing new ones with diverse talent.
One of the challenges Hallmark faces is expanding its pool of producers while maintaining the high production quality its audience expects. The network has been working to bring in new producers and diversify its talent, both in front of and behind the camera. This effort is part of Hallmark’s ongoing commitment to reflecting the diversity of its audience.
Hallmark has also made strides in addressing past criticisms about the lack of diversity in its movies. The network is working to ensure that its programming reflects the world we live in, while still delivering the heartwarming, romance-driven stories that its audience loves.
As Hallmark continues to navigate the evolving television landscape, its decision to enter the streaming wars marks a significant step. By balancing its commitment to traditional cable with a growing presence in the streaming world, Hallmark is positioning itself for continued success. The network’s ability to adapt while staying true to its brand has allowed it to thrive in a challenging environment, and its future looks bright as it embraces new opportunities in the streaming space.
Source: Vulture
