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"To be honest, when Peacock knocked on the door, I thought it was going to be the same conversation and I went into it thinking, 'OK, this will be over in like 10 minutes,'" said Lucas.
This speaks to the deal Hallmark signed with NBCUniversal's Peacock last year. She said she isn't interested in the typical licensing deals with streaming services where they just provide content that gets lost in the shuffle. Lucas also has been thinking outside of the box. News and sports, which snag the highest ratings, elevate the costs of pay-TV bundles. She's tasked with relaunching Hallmark's streaming service and future ad-supported channels.Īdditionally, Hallmark is available not only on virtual pay-TV bundles like FuboTV, but also smaller competing services like FrndlyTV and Philo, which have cheaper subscriptions and target audiences only looking for entertainment channels. Last month, Lucas hired Emily Powers, who helped grow niche streamer BritBox's North America business, to run Hallmark's streaming and digital platform division. Hallmark does have a subscription streaming service, Hallmark Movies Now, which begins at $4.99 a month. While Lucas thinks there's life left in linear TV, Hallmark streaming is a chief priority. "Countdown to Christmas" begins as early as October, and the channel is the top-watched entertainment cable network among households, total viewers and various age groups among women during the fourth quarter of the year. Still, Hallmark commands some of the highest ratings on entertainment cable TV. Overall in 2022, Hallmark Channel averaged 980,000 viewers, down 20% from 2018. In December, a peak ratings month for Hallmark, the network averaged about 1.3 million viewers, down about 40% from five years earlier. "We also brought in new producers, from different places that I knew before." Distribution diversity "We took the leash off of some of our creators and told them to stay inside the bumpers of the brand, but have more leeway to think of stories in a different way," said Hamilton Daly.
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She pointed to "Three Wise Men and a Baby" and the new series called "Ride," a drama about a family in the rodeo that has "Yellowstone" vibes, as examples of that push. There needed to be more diversity in both casting and storylines," Hamilton Daly said.
Hamilton Daly, who came to the cable-TV network after working as the director of scripted series at Netflix, stressed it was the change coming under Lucas that was her sole reason for taking the leap. This month is "Loveuary" on the Hallmark Channel, with movies focused on love, but each with a twist, such as one about a chocolatier rumored to have the recipe to finding true love, and another about two strangers on a road trip realizing new priorities.
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Hallmark is also leaning more into content throughout the year, such as a summer movie theme - last year was travel, this year is weddings - and on various seasons besides the winter holidays.
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Although storylines are morphing, and the casts, while still chock full of fan favorites like "Mean Girls" and "Party of Five" star Lacey Chabert, have changed, Lucas and Hamilton Daly continue to work to keep the content true to Hallmark's love-centric brand. Tapping into the brand, Lucas thought about what they could draw from the greeting card line and its verticals, such as Mahogany, Hallmark's decades-old line of Black American cards and products.ĭuring Lucas' short tenure, there have been more films centered on self-love, and others with storylines such as a plus-size woman finding love and a family helping their autistic son during the holidays. "We needed someone strong strategically and someone who has a keen insight into our viewer. "Her towering strengths met exactly what we needed to do in the business, at a time when we were trying to broaden the content and storytelling," said Mike Perry, the CEO of Hallmark Cards, the parent company of Hallmark Media. That meant that large swaths of the audience looking for more relatable content might feel shut out. Hallmark had been criticized for its films and series often dominated by storylines of heterosexual romance featuring primarily white casts. Diversity was of the utmost importance when Lucas took over.
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