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Hallmark+: A new era for Hallmark Media
Hallmark Media’s bold move into streaming
Hallmark Media is shaking things up in the entertainment world. This fall, the company’s streaming app, Hallmark Movies Now, will be rebranded as Hallmark+. This change aims to bridge the gap between shoppers and viewers, offering a fresh experience in both programming and functionality. But how will Hallmark+ differ from the traditional Hallmark Channel?
A new experience for viewers
Lisa Hamilton Daly, EVP of programming at Hallmark Media, shared insights with Variety about the upcoming changes. “It’s going to be a whole new experience in terms of both programming and the functionality and look of it. We’re looking at the linear landscape. It’s a little grim. We’re still doing pretty well, but there’s only so long that that may last,” she explained. “We’re thinking about how we find our viewers where they’re watching, and that’s where our viewers are. And look, I know we’re a bit late to the game. But we’ve had a chance to look around and see what everyone else is doing, see what the mistakes were. We have this opportunity to do this larger, cross-company idea.”
Bridging the gap between shoppers and viewers
The idea is to connect shoppers and viewers, who Hallmark president Mike Perry believes are one and the same. This is why the rewards program exists — the more you stream, the more rewards you earn for shopping at Hallmark stores. This innovative approach aims to enhance the overall customer experience by integrating entertainment and shopping.
The impact of streaming partnerships
In 2022, Hallmark formed a partnership with the Peacock streaming service, allowing viewers to watch the channel live and enjoy new holiday movies for three days following their linear debut. “We saw on Peacock that our movies do really well on streaming. So if we have a dedicated streamer just for us, I feel like there’s a lot of growth there, potentially,” Hamilton Daly noted. “We’re being pretty tight on what we’re putting on there.”
What to expect from Hallmark+
The new streamer will feature a vast library of Hallmark movies but will not include the ability to watch the linear channel live. Additionally, this year’s 40 new Countdown to Christmas movies will only air on Hallmark Channel and will not debut on the app or land on the app directly after the premiere. “Countdown to Christmas remains a linear experience,” Hamilton Daly emphasized. “The content on the app is going to be ‘Holidazed,’ ‘Mistletoe Murders,’ our unscripted shows, and a couple of movie trilogies coming up that we haven’t announced yet. There’s going to be a bunch of holiday content, but it’s going to be separate and different from what’s on linear.”
Upcoming content on Hallmark+
For non-holiday content, Hallmark+ will feature the upcoming “Groomsmen” trilogy films and the drama series “The Chicken Sisters.” These new additions promise to offer a diverse range of entertainment options for viewers.
Maintaining Hallmark’s storytelling essence
While some networks use the launch of a streaming app to explore new types of language or content, Hallmark isn’t changing its G/PG storytelling approach. However, there is a recognition that the streaming audience differs from the network audience. “We think about our audiences and what they want and like from us, as to where it goes first. We’re thinking about diversity, the audience being younger and building it around. Our linear audience is who’s left watching linear, which tends to be older. We consider them our core viewers so we think about what makes them happy. It’s about thinking about the audience first in each place,” Hamilton Daly explained. “We’re also willing to have a little bit more conflict in our stories. In order to develop plots, you have to have some conflict — especially in our series, people fight with each other, but we know there’s the promise that they do really love each other, and they’ll come together at the end. You have to hold that out because it’s very important to our viewers to have that be the resolution. But in order to make a series work, you have to have a little bit more complex storylines.”
Reflecting on the future of Hallmark+
As Hallmark Media ventures into the streaming world with Hallmark+, it’s clear that the company is committed to evolving with its audience while maintaining the core values that have made it a beloved brand. The integration of shopping rewards with streaming content is a unique approach that could set Hallmark+ apart in the crowded streaming market. Only time will tell how this new venture will unfold, but one thing is certain: Hallmark+ is poised to offer a fresh and engaging experience for its viewers.
