Editing Hallmark Channel (section)

==History==
{{Main|Vision Interfaith Satellite Network|American Christian Television System}}
The Hallmark Channel traces its history to the launch of two separate religious cable channels, the [[American Christian Television System]] (ACTS) and the [[Vision Interfaith Satellite Network]] (VISN). The two networks began alternating time on a shared transponder slot on the Galaxy III satellite in 1992.<ref name="RBc24_9">{{cite journal |date=October 1992 |title=VISN, ACTS Sign Agreement To Share Single Cable Signal |journal=Religious Broadcasting |issn=0034-4079 |page=32 |publisher=[[National Religious Broadcasters]] |volume=24 |issue=9}}</ref> Under the original timeshare agreement, the network was branded as VISN/ACTS. Each network was provided time for its programming blocks, and would use their own logos.

VISN launched on July 1, 1988, and was founded by the National Interfaith Cable Coalition (NICC), in cooperation with several cable providers.<ref name="CYTY_32_12">{{cite journal |last=Bcozkiewicz |first=Robert E. |title=New TV Network May Crowd the Market |journal=[[Christianity Today]] |date=August 2, 1988 |volume=32 |issue=12 |pages=55–56 |issn=0009-5753}}</ref> The coalition's membership consisted of 65 different religious groups.<ref name=vty/> It aired for about 16 hours a day and ran religious programs from [[mainline Protestant]] denominations such as the [[United Methodist Church]], the [[Evangelical Lutheran Church in America]] and the [[United Church of Christ]]. In addition, [[Roman Catholic]], [[The Church of Jesus Christ of Latter-day Saints]], [[Jewish]], and [[Islam]]ic faiths also provided some programming.<ref name="CYTY_39_11">{{cite journal |last=Calian |first=Carnegie Samuel |title=Redeeming the wasteland? Christian TV increasingly uses entertainment to spread its message. |journal=[[Christianity Today]] |date=October 2, 1995 |volume=39 |issue=11 |pages=92–103 |issn=0009-5753}}</ref> VISN aired during the morning and evening hours. ACTS commenced operations in 1984, and was owned by the [[Southern Baptist Convention]]. It aired programming from [[Evangelicalism|evangelical]] and [[fundamentalist]] non-[[charismatic]] Christian groups such as the SBC, the [[Christian Reformed Church in North America|Christian Reformed Church]], and the [[Association of Regular Baptist Churches]], as well as well-known evangelists such as [[Jerry Falwell]], [[Charles Stanley]] and [[D. James Kennedy]]. Both channels aired several hours a week of religious children's programs, some of which overlapped, including ''Sunshine Factory'', ''[[Joy Junction]]'', ''[[Davey and Goliath]]'', and ''[[JOT (TV series)|Jot]]''.

In 1993, VISN-ACTS was relaunched as the Faith & Values Channel; it began adding a few [[secular]] programs during this time, including news, information, and lifestyle programming<ref name="MCN14_43">{{cite journal |date=1993-10-25 |title=VISN/ACTS sees the light preps for "Massive Relaunch" |journal=[[Multichannel News]] |volume=14 |issue=43 |page=18 |issn=0276-8593 |oclc=7398798}}</ref>

===Odyssey Network===
In 1995, cable conglomerate [[Tele-Communications Inc.]]'s [[Liberty Media]] acquired a 49% ownership stake in the Faith & Values Channel, and took over operational control of the network. It added more secular programming to the network and reduced religious programming to about 10 hours a day. In 1996, the network was rebranded as the Odyssey Network (although on-air [[promo (media)|promotions]] often referred to the network simply as "Odyssey"), and launched a website, Odysseyfamily.com.
[[Image:Odyssey Network.svg|thumb|150px|left|Logo as Odyssey Network from 1996 to 2001]]

[[Crown Media Holdings|Hallmark Entertainment]] and [[The Jim Henson Company]] bought significant stakes, paid partly through programming commitments, in Odyssey in late 1998; by this time, Odyssey carried a mix of religious programming and family-friendly secular shows, with a limited amount of original productions. Liberty had convinced Hallmark not to launch its own domestic channel, citing difficulty in getting carriage for a new network on existing cable systems. The NICC and Hallmark-Henson would hold equal shares while Liberty increased their stake, and the three groups shared control of the board. Hallmark and Henson would have say over chief executive selection. While adding Henson's and Hallmark's libraries, the channel could not make major programming format changes, so cable systems could not drop them.<ref name="vty">{{cite news|last1=Katz|first1=Richard|title=Hallmark into Odyssey|url=https://variety.com/1998/tv/news/hallmark-into-odyssey-1117478004/|access-date=January 9, 2018|work=Variety|date=June 29, 1998|archive-date=January 10, 2018|archive-url=https://web.archive.org/web/20180110174422/http://variety.com/1998/tv/news/hallmark-into-odyssey-1117478004/|url-status=live}}</ref> Hallmark hired former [[Fox Kids|Fox Kids Network]] worldwide vice-chairman [[Margaret Loesch]] that year to overhaul Odyssey into a family channel (Loesch had quit Fox in late 1997, ironically after acquiring Odyssey's rival, [[The Family Channel (American TV network, founded 1990)|The Family Channel]], with plans to revamp that network; however, she had to wait out a non-compete clause in her contract before officially joining Odyssey).<ref name="idch">{{cite book|title=International Directory of Company Histories. Volume 45.|date=2002|publisher=St. James Press|via=FundingUniverse|url=http://www.fundinguniverse.com/company-histories/crown-media-holdings-inc-history/|access-date=December 27, 2017|language=en|chapter=History of Crown Media Holdings, Inc.|archive-date=December 28, 2017|archive-url=https://web.archive.org/web/20171228171531/http://www.fundinguniverse.com/company-histories/crown-media-holdings-inc-history/|url-status=live}}</ref><ref>{{Cite web |author=Variety Staff |date=1997-11-21 |title=Loesch ankles Fox Kids post |url=https://variety.com/1997/tv/news/loesch-ankles-fox-kids-post-1116675079/ |access-date=2024-02-24 |website=Variety |language=en-US}}</ref><ref>{{Cite news |last=Mifflin |first=Lawrie |date=1997-11-20 |title=Fox Said to Be Ousting Children's TV Pioneer |url=https://www.nytimes.com/1997/11/20/business/fox-said-to-be-ousting-children-s-tv-pioneer.html |access-date=2024-02-24 |work=The New York Times |language=en-US |issn=0362-4331}}</ref><ref>{{Cite web |last=Matzer |first=Marla |date=1997-11-21 |title=Founder of Fox Kids Quits, Ending Months of Speculation |url=https://www.latimes.com/archives/la-xpm-1997-nov-21-fi-56159-story.html |access-date=2024-02-24 |website=Los Angeles Times |language=en-US}}</ref><ref>{{Cite web |last=Katz |first=Richard |date=1998-11-17 |title=Loesch on Odyssey |url=https://variety.com/1998/tv/news/loesch-on-odyssey-1117488595/ |access-date=2024-02-24 |website=Variety |language=en-US}}</ref>

Under the new ownership structure, Odyssey underwent a major programming revamp on April 4, 1999; the revamp decreased the amount of religious programs on the network down to an average of four hours a day, although more hours were religious on the weekend. The channel began to focus more on family-targeted entertainment programming, including classic [[Situation comedy|sitcoms]] and variety series (such as ''[[ALF (TV series)|ALF]]'' and ''[[The Muppet Show]]''), children's programs (such as ''[[The Archie Show]]'', ''[[Fraggle Rock]]'', and ''[[Zoobilee Zoo]]''), and family-oriented films and miniseries (such as the cable broadcast premiere of Hallmark and Henson's 1996 adaptation of ''[[Gulliver's Travels (miniseries)|Gulliver's Travels]]''). The afternoon block ''[[Leonard Maltin]] Presents'' featured films from the [[Halcyon Studios|RHI Entertainment]]-owned [[Hal Roach Studios]] library, while Wednesday nights featured classic ''[[Hallmark Hall of Fame]]'' productions.<ref name="dn">{{cite news |last1=Pierce |first1=Scott D. |date=April 4, 1999 |title=Hallmark, Henson take on Odyssey Cable channel is being relaunched one more time |language=en |work=[[Deseret News]] |url=https://www.deseret.com/1999/4/4/19438095/hallmark-henson-take-on-odyssey-br-cable-channel-is-being-relaunched-one-more-time/ |url-status=live |access-date=January 10, 2018 |archive-url=https://web.archive.org/web/20180110174605/https://www.deseretnews.com/article/689430/Hallmark-Henson-take-on-Odyssey.html |archive-date=January 10, 2018}}</ref><ref>{{Cite web |last=By |date=1999-04-02 |title=FAITH & VALUES REBORN AS |url=https://www.courant.com/1999/04/02/faith-values-reborn-as/ |access-date=2024-02-24 |website=Hartford Courant |language=en-US}}</ref>

Loesch explained that the three owners shared a commitment to "quality programming" and "raising the bar on television", and that the channel was being programmed in a direction reminiscent of television in the 1950s and 1960s, where broadcasters "really had quite broad fare, but you never had to ask anyone to leave the room, like your children".<ref name="dn" /><ref>{{Cite web |last=Tribune |first=Chicago |date=1999-06-09 |title=RETRO TV |url=https://www.chicagotribune.com/1999/06/09/retro-tv/ |access-date=2024-02-24 |website=Chicago Tribune |language=en-US}}</ref>

===Hallmark Channel===
In 2000, Odyssey's ownership group was re-organized as Crown Media Holdings, with Hallmark, Chase Equity Associates, Liberty Media, and the NICC transferring their shares in Odyssey to the company. There were plans for the company to [[Initial public offering|go public]]; Hallmark received all of Crown Media's [[class B share]]s, which were worth ten votes each, thus giving it control of Crown Media.<ref name="idch2">{{cite book |url=http://www.fundinguniverse.com/company-histories/crown-media-holdings-inc-history/ |title=International Directory of Company Histories. Volume 45. |date=2002 |publisher=St. James Press |language=en |chapter=History of Crown Media Holdings, Inc. |access-date=December 27, 2017 |archive-url=https://web.archive.org/web/20171228171531/http://www.fundinguniverse.com/company-histories/crown-media-holdings-inc-history/ |archive-date=December 28, 2017 |url-status=live |via=FundingUniverse}}</ref> After The Jim Henson Company was sold to German company EM.TV & Merchandising in February 2000, it sold its remaining stake in Odyssey the following month in exchange for 8% of Crown Media's stock.<ref name="idch2" /><ref>{{cite news |date=December 22, 2002 |title=Kermit goes off the air; Hallmark, Modi Entertainment may launch family channel |website=Indian Television Dot Com |url=http://www.indiantelevision.com/headlines/dec2k/dec28.htm |access-date=January 8, 2018}}</ref>

In March 2001, Crown Media announced that Odyssey would rebrand as Hallmark Channel on August 6, taking advantage of the better-known Hallmark brand to encourage wider carriage. Loesch commented that some viewers had mistaken Odyssey as being a travel or [[science fiction]] channel rather than family entertainment, and that Hallmark Channel's main goal would be telling "great stories".<ref name=":5">{{cite news |last1=Johnson |first1=Allan |date=August 4, 2001 |title=All's 'Wells' at Hallmark's new digs |language=en |work=Chicago Tribune |url=https://www.chicagotribune.com/2001/08/04/alls-wells-at-hallmarks-new-digs/ |url-status=live |access-date=January 23, 2018 |archive-url=https://web.archive.org/web/20180125015208/http://articles.chicagotribune.com/2001-08-04/news/0108040156_1_hallmark-channel-hallmark-entertainment-travel-channel |archive-date=January 25, 2018}}</ref><ref name=":6">{{Cite news |last=Flint |first=Joe |title=Odyssey to Change Name To the Hallmark Channel |url=https://www.wsj.com/articles/SB985801576721580529 |access-date=2023-04-08 |newspaper=Wall Street Journal |date=March 29, 2001 |language=en-US}}</ref><ref>{{Cite web |last=Bracht |first=Mel |title=Hallmark Channel's odyssey on cable |url=https://www.oklahoman.com/story/news/2001/08/12/hallmark-channels-odyssey-on-cable/62135217007/ |access-date=2024-02-24 |website=The Oklahoman |language=en-US}}</ref> Crown Media negotiated with the NICC to reduce the amount of religious programming Hallmark Channel would air to 14 hours per-week (as well as allow for less overtly-religious programs with broader, spiritual themes), and help fund and distribute a digital cable network for the NICC.<ref name=":6" /><ref>{{Cite web |last=Higgins |first=John M. |date=2001-04-02 |title=Odyssey to Hallmark |url=https://www.nexttv.com/news/odyssey-hallmark-96859 |access-date=2023-04-08 |website=Broadcasting Cable |language=en}}</ref> The channel's launch programming included the miniseries ''[[The Infinite Worlds of H. G. Wells|The Infinite Worlds of H.G. Wells]]'', a new slate of original movies, and acquired programming such as ''[[Tales from the Neverending Story]]''.<ref name=":5" /><ref>{{Cite web |date=2001-08-03 |title=Odyssey becomes Hallmark |url=https://www.deseret.com/2001/8/3/19599484/odyssey-becomes-hallmark |access-date=2024-02-24 |website=Deseret News |language=en}}</ref>

[[File:Hallmark Channel Headquarters.JPG|thumb|right|250px|Hallmark Channel's headquarters in [[Studio City, California]]]]
In 2002, the Hallmark Channel premiered a weekday morning talk show, ''New Morning''.<ref>{{cite news|last1=Waldron|first1=Clarence|title=Timberly Whitfield: Host of Daily Show "new Morning' on Hallmark Channel|url=https://books.google.com/books?id=-DoDAAAAMBAJ&q=%22New+Morning%22+TV+show+Hallmark&pg=PA40|access-date=January 8, 2018|work=Jet|issue=25|publisher=Johnson Publishing Company|date=June 25, 2007|volume=111|language=en|archive-date=August 3, 2020|archive-url=https://web.archive.org/web/20200803005314/https://books.google.com/books?id=-DoDAAAAMBAJ&lpg=PA40&ots=ac9l5oQofu&dq=%22New%20Morning%22%20TV%20show%20Hallmark&pg=PA40#v=onepage&q=%22New%20Morning%22%20TV%20show%20Hallmark&f=false|url-status=live}}</ref> A Sunday morning version, hosted by [[Naomi Judd]], titled ''Naomi's New Morning'', debuted in 2005<ref>{{cite news|title=Interview With Naomi Judd|url=http://transcripts.cnn.com/TRANSCRIPTS/0701/08/lkl.01.html|access-date=January 8, 2018|work=CNN.com|date=January 8, 2007|language=en|archive-date=October 6, 2016|archive-url=https://web.archive.org/web/20161006231052/http://transcripts.cnn.com/TRANSCRIPTS/0701/08/lkl.01.html|url-status=live}}</ref> and lasted two years before being pulled from the schedule in early 2007. In 2004, the network launched a sister channel, [[Hallmark Mystery|Hallmark Movie Channel]].<ref>{{cite news |last1=Dempsey |first1=John |date=November 12, 2003 |title=Hallmark launches pic outlet |work=Variety |url=https://variety.com/2003/tv/news/hallmark-launches-pic-outlet-1117895535/ |url-status=live |access-date=January 23, 2018 |archive-url=https://web.archive.org/web/20180124071659/http://variety.com/2003/tv/news/hallmark-launches-pic-outlet-1117895535/ |archive-date=January 24, 2018}}</ref>

[[Hallmark Channel (international)|Hallmark Channels in international markets]] were sold for about $242 million in 2005 to Sparrowhawk Media, a private equity group backed by [[Providence Equity Partners]] and [[3i]].<ref name=rtr>{{cite news |first=Gavin |last=Haycock |url=https://www.reuters.com/article/idUSL2834678120070828 |title=NBC Universal agrees to buy Sparrowhawk Media |work=Reuters |access-date=September 26, 2008 |date=August 28, 2007 |archive-date=January 23, 2010 |archive-url=https://web.archive.org/web/20100123150938/http://www.reuters.com/article/idUSL2834678120070828 |url-status=live }}</ref> The channel in 2005 had its highest-rated year with 34% increase in viewers, being ranked seventh in growth, and the highest-rated movie on a basic cable network (''Meet the Santas'').<ref name=thr>{{cite news |last1=Sims |first1=James |title=Milestone: Hallmark Channel at 5 |url=https://www.hollywoodreporter.com/news/milestone-hallmark-channel-at-5-138399 |access-date=December 27, 2017 |periodical=[[The Hollywood Reporter]] |publisher=[[Nielsen Holdings|The Nielsen Company]] |agency=[[Associated Press]] |date=July 14, 2006 |language=en |archive-date=December 28, 2017 |archive-url=https://web.archive.org/web/20171228112317/https://www.hollywoodreporter.com/news/milestone-hallmark-channel-at-5-138399 |url-status=live }}</ref>

With the expiration of RHI Entertainment's exclusive contract with Hallmark Channel, [[Larry Levinson Productions]] became the channel's sole producer. In 2007, additional producers were added as suppliers as the channel increased the number of original films by 50% from 20 in 2007 to 30 in 2008.<ref name=mcn>{{cite news|last1=Haugsted|first1=Linda|title=Hallmark Slates More Movies|url=http://www.multichannel.com/news/content/hallmark-slates-more-movies/366709|access-date=January 29, 2018|work=Multichannel|date=July 13, 2007|language=en|archive-date=January 30, 2018|archive-url=https://web.archive.org/web/20180130094319/http://www.multichannel.com/news/content/hallmark-slates-more-movies/366709|url-status=dead}}</ref>

In January 2008, the [[Hillary Clinton]] presidential campaign purchased an hour of Hallmark Channel's primetime slots under a [[informercial|paid programming]] arrangement to run a town hall special promoting Clinton's campaign for [[President of the United States]] on February 4, the day before the multi-state "[[Super Tuesday (2008)|Super Tuesday]]" primaries.<ref>{{cite news|last1=Crupi|first1=Anthony|title=Clinton Buys Block on Hallmark|url=http://www.mediaweek.com/mw/news/cabletv/article_display.jsp?vnu_content_id=1003705031|access-date=January 11, 2018|work=Media Week|date=January 31, 2008|archive-url=https://web.archive.org/web/20080205162345/http://www.mediaweek.com/mw/news/cabletv/article_display.jsp?vnu_content_id=1003705031|archive-date=February 5, 2008}}</ref> The wheel series "Mystery Movie" was discontinued in 2008 as the channel was doing better with lighter romances.<ref name="adage"/> Reporting on Hallmark Channel's 2009 upfronts, ''[[The New York Observer]]'' noted that the channel had built a brand on formulaic romantic movies, explaining that "while other media companies were thrashing around in a tumultuous, confusing sea of unpredictability, the Hallmark Channel was thriving with the television equivalent of [[comfort food]]."<ref>{{Cite web |date=2009-03-25 |title=Hallmark TV Chief Henry Schleiff On His Network's Programming: 'It's Very Formulaic. That's Our Brand' |url=https://observer.com/2009/03/hallmark-tv-chief-henry-schleiff-on-his-networks-programming-its-very-formulaic-thats-our-brand/ |access-date=2023-04-08 |website=Observer |language=en-US}}</ref>

=== Bill Abbott era, Martha Stewart agreement ===
In May 2009, [[William J. Abbott|William J. "Bill" Abbott]]—who had previously held an advertising sales role—succeeded Henry Schleiff as president of Hallmark Channel. Abbott planned to retool its programming to appeal to younger viewers without alienating its core audience of [[baby boomers]], aiming for Hallmark Channel to become "a destination for lighter fare, for comedies and quality programming", and for its programming to be "true" to the Hallmark brand.<ref name="bc" /> In a 2019 interview, Abbott explained of these goals that "you should turn on our channel and almost feel like you’re walking into a [Hallmark Gold Crown] store."<ref name=":0" /> The channel also began to experiment with abbreviated commercial breaks featuring one 30-second advertisement, with these slots costing twice the amount of a normal 30-second slot.<ref name="bc">{{cite news |last1=Atkinson |first1=Claire |date=June 20, 2009 |title=Hallmark: Change Is in the Cards |work=Broadcasting & Cable |url=http://www.broadcastingcable.com/article/295389-Hallmark_Change_Is_in_the_Cards.php |url-status=dead |access-date=January 11, 2018 |archive-url=https://web.archive.org/web/20121002054256/http://www.broadcastingcable.com/article/295389-Hallmark_Change_Is_in_the_Cards.php |archive-date=October 2, 2012}}</ref>

Later that year, Hallmark Channel held the inaugural "Countdown to Christmas"—a seasonal programming event featuring four original holiday film premieres, and a ''Movie Night with [[Hoops & Yoyo]]'' block on Friday nights—the first cross-promotional campaign between Hallmark Channel and Hallmark Cards.<ref name=":0">{{Cite magazine |date=2019-12-12 |title=How Hallmark Took Over Cable Television |url=https://www.newyorker.com/magazine/2019/12/23/how-hallmark-took-over-cable-tv |access-date=2023-04-03 |magazine=The New Yorker |language=en-US |first=Sarah |last=Larson}}</ref><ref name="bc0">{{cite news |last1=Eggerton |first1=John |date=October 19, 2009 |title=Hallmark Channel, Greeting Cards Get Together on Screen |work=Broadcasting & Cable |publisher=NewBay Media, LLC |url=http://www.broadcastingcable.com/news/programming/hallmark-channel-greeting-cards-get-together-screen/35625 |url-status=live |access-date=January 23, 2018 |archive-url=https://web.archive.org/web/20180125015154/http://www.broadcastingcable.com/news/programming/hallmark-channel-greeting-cards-get-together-screen/35625 |archive-date=January 25, 2018}}</ref>

In January 2010, Hallmark Channel announced a multi-year strategic partnership with [[Martha Stewart Living Omnimedia]] (MSLO), under which first-run episodes of ''[[The Martha Stewart Show]]'' would move from syndication to Hallmark Channel beginning that September,<ref name=":1">{{cite news |last1=Atkinson |first1=Claire |date=March 29, 2010 |title=Hallmark, Martha Stewart Exploring New Lifestyle Cable Channel |work=Broadcasting & Cable |url=http://www.broadcastingcable.com/news/programming/hallmark-martha-stewart-exploring-new-lifestyle-cable-channel/36255 |url-status=live |access-date=January 8, 2018 |archive-url=https://web.archive.org/web/20180109181016/http://www.broadcastingcable.com/news/programming/hallmark-martha-stewart-exploring-new-lifestyle-cable-channel/36255 |archive-date=January 9, 2018}}</ref> and MSLO would produce a series of primetime specials for the channel (which would begin with specials focused on [[Halloween]] and [[Christmas]]).<ref name=":2">{{Cite web |last=Andreeva |first=Nellie |date=2010-06-07 |title=More Martha Stewart-Produced Shows On The Hallmark Channel |url=https://deadline.com/2010/06/more-martha-stewart-produced-shows-on-the-hallmark-channel-45527/ |access-date=2023-04-03 |website=Deadline |language=en-US}}</ref>  It was reported that Abbott had sought to reposition Hallmark Channel as a lifestyle-oriented channel to compete with the [[Scripps Networks Interactive]] channels, and shift its television films exclusively to Hallmark Movie Channel to appeal to younger demographics.<ref name=":1" />

On March 16, 2010, Hallmark Channel also acquired rights to MSLO library content, announcing a daily daytime block (lasting for seven hours on weekdays, and a shorter block on weekends) of these programs beginning March 26.<ref>{{cite news |last1=Liggayu |first1=Leneli |date=March 16, 2010 |title=Hallmark Channel Acquires Rights to Content from MSLO Library |work=Broadcasting & Cable |url=http://www.broadcastingcable.com/news/programming/hallmark-channel-acquires-rights-content-mslo-library/36221 |url-status=live |access-date=January 8, 2018 |archive-url=https://web.archive.org/web/20180109063937/http://www.broadcastingcable.com/news/programming/hallmark-channel-acquires-rights-content-mslo-library/36221 |archive-date=January 9, 2018}}</ref> Crown Media and MSLO were also reportedly exploring the formation of a lifestyle cable network as a joint venture, tentatively named "Hallmark Home".<ref name=":1" /> In June 2010, the channel ordered several additional MSLO-produced series to accompany ''Martha'', including ''Mad Hungry with Lucinda'' and ''[[Whatever with Alexis and Jennifer]].''<ref name=":2" />

Due to low viewership, Hallmark shortened the Martha Stewart block by two hours in October 2010.<ref>{{Cite web |last=Szalai |first=Georg |date=2010-10-11 |title=Martha Stewart block shortened at Hallmark |url=https://www.hollywoodreporter.com/business/business-news/martha-stewart-block-shortened-hallmark-29008/ |access-date=2023-04-03 |publisher=Associated Press |language=en-US}}</ref> At least 500 hours of new original programming was slated for the 2011–12 season, including 25 original movies, 160 hours of MSLO programming (including new series ''[[Emeril Lagasse|Emeril]]'s Table'', and additional ''Martha Presents'' specials), and a series in development with poet [[Maya Angelou]].<ref name=":3">{{Cite web |last=Szalai |first=Georg |date=2011-03-23 |title=Maya Angelou Series to Air on Hallmark Channel |url=https://www.hollywoodreporter.com/news/general-news/maya-angelou-series-air-hallmark-170492/ |access-date=2023-04-03 |website=The Hollywood Reporter |language=en-US}}</ref> In addition, ''Hallmark Hall of Fame'' productions would air on Hallmark Channel a week after their television premieres on [[American Broadcasting Company|ABC]].<ref name="dl">{{cite news |date=July 7, 2011 |title=Hallmark Hall Of Fame Finds Home At ABC |website=Deadline Hollywood |url=https://deadline.com/2011/07/hallmark-hall-of-fame-finds-home-at-abc-145597/ |url-status=live |access-date=January 12, 2018 |archive-url=https://web.archive.org/web/20180112100927/http://deadline.com/2011/07/hallmark-hall-of-fame-finds-home-at-abc-145597/ |archive-date=January 12, 2018}}</ref>

In January 2012, ''Martha'' was cancelled by Hallmark Channel due to its high production costs, with production ending after the conclusion of its then-current season. Hallmark Channel was still in discussions over the fate of its other MSLO-produced programming.<ref>{{cite news |last1=Guthrie |first1=Marisa |date=January 4, 2012 |title=Hallmark Cancels 'The Martha Stewart Show' |language=en |work=The Hollywood Reporter |url=https://www.hollywoodreporter.com/news/martha-stewart-show-cancelled-hallmark-278074 |url-status=live |access-date=January 8, 2018 |archive-url=https://web.archive.org/web/20180109121842/https://www.hollywoodreporter.com/news/martha-stewart-show-cancelled-hallmark-278074 |archive-date=January 9, 2018}}</ref> During its [[Upfront (advertising)|upfronts]] for the 2012–13 season, Hallmark Channel announced the new daytime talk shows ''[[Home & Family]]'' and ''Marie!'' with [[Marie Osmond]], as well as a slate of original movies that would include [[Television pilot|pilots]] for adaptations of the novels ''[[Cedar Cove (TV series)|Cedar Cove]]'' and ''[[When Calls the Heart]]''.<ref>{{cite news |last1=Guthrie |first1=Marisa |date=March 14, 2012 |title=Upfronts 2012: Hallmark Channel Overhauls Daytime With Marie Osmond Talk Show |language=en |work=The Hollywood Reporter |url=https://www.hollywoodreporter.com/news/marie-osmond-talk-show-hallmark-channel-300181 |url-status=live |access-date=January 11, 2018 |archive-url=https://web.archive.org/web/20180112100929/https://www.hollywoodreporter.com/news/marie-osmond-talk-show-hallmark-channel-300181 |archive-date=January 12, 2018}}</ref> In October 2012, ahead of the January 2013 premiere of its pilot movie, ''Cedar Cove'' was given a series order as Hallmark Channel's first original primetime program.<ref>{{cite web |last=Andreeva |first=Nellie |date=October 17, 2012 |title=Hallmark Channel Reaffirms Series Order To 'Cedar Cove' Starring Andie MacDowell |url=https://deadline.com/2012/10/hallmark-reaffirms-series-order-to-cedar-cove-starring-andie-macdowell-355454/ |url-status=live |archive-url=https://web.archive.org/web/20140313035316/http://www.deadline.com/2012/10/hallmark-reaffirms-series-order-to-cedar-cove-starring-andie-macdowell/ |archive-date=March 13, 2014 |access-date=January 11, 2018 |website=[[Deadline Hollywood]]}}</ref> ''When Calls the Heart'' was also picked up as a series in 2013,<ref>{{cite news |last1=Team |first1=The Deadline |date=June 12, 2013 |title=Hallmark Channel's 'When Calls The Heart' Adds Cast; 'Cedar Cove' July Premiere Set |website=Deadline Hollywood |url=https://deadline.com/2013/06/cedar-cove-andie-macdowell-debbie-macomber-hallmark-channel-519565/ |url-status=live |access-date=January 12, 2018 |archive-url=https://web.archive.org/web/20170811222428/http://deadline.com/2013/06/cedar-cove-andie-macdowell-debbie-macomber-hallmark-channel-519565/ |archive-date=August 11, 2017}}</ref> while ''Marie!'' was canceled after one season.<ref>{{cite news |last1=Marechal |first1=AJ |date=July 2, 2013 |title=Hallmark Channel Cancels Marie Osmond's Talkshow |language=en |work=Chicago Tribune |agency=Variety |url=https://www.chicagotribune.com/2013/07/02/hallmark-channel-cancels-marie-osmonds-talkshow/ |url-status=live |access-date=January 23, 2018 |archive-url=https://web.archive.org/web/20180124135724/http://articles.chicagotribune.com/2013-07-02/entertainment/sns-201307021914reedbusivarietyn1200504287-20130702_1_marie-osmond-lifestyle-yakker |archive-date=January 24, 2018}}</ref>

On March 15, 2013, the channel introduced a new family-oriented Friday night movie block, ''Walden Family Theater'', in partnership with [[Walden Media]] and others.<ref name="thr1">{{cite news |last1=Ng |first1=Philiana |date=February 25, 2013 |title=Hallmark Channel Sets Family Movie Series |language=en |work=The Hollywood Reporter |url=https://www.hollywoodreporter.com/live-feed/hallmark-channel-sets-family-movie-423549 |url-status=live |access-date=January 12, 2018 |archive-url=https://web.archive.org/web/20180112100914/https://www.hollywoodreporter.com/live-feed/hallmark-channel-sets-family-movie-423549 |archive-date=January 12, 2018}}</ref> In April 2014, the channel launched a [[TV Everywhere]] [[video on-demand]] service, "Hallmark Channel Everywhere", which offers a streaming selection of Hallmark Channel films and series for subscribers on participating television providers.<ref>{{Cite news |title=Hallmark Channel Opens TV Everywhere Service |language=en-us |work=Multichannel |url=https://www.multichannel.com/news/hallmark-channel-opens-tv-everywhere-service-374171 |url-status=live |access-date=November 15, 2018 |archive-url=https://web.archive.org/web/20181115071238/https://www.multichannel.com/news/hallmark-channel-opens-tv-everywhere-service-374171 |archive-date=November 15, 2018}}</ref> At some point before July 2021, the name of the app was changed to "Hallmark TV".<ref>{{cite web |title=Frequently Asked Questions |url=https://www.watchhallmarktv.com/faq.html |access-date=July 17, 2021 |website=Hallmark TV}}</ref>

=== Focus on seasonal programming ===
In the 2014–15 season, ''Hallmark Hall of Fame'' premieres moved exclusively to Hallmark Channel, with up to four new films scheduled per-year.<ref name="mch">{{cite news |last1=Umstead |first1=R. Thomas |date=September 12, 2014 |title=Hallmark Hall Of Fame Films To Move To Hallmark Channel |language=en |periodical=[[Multichannel News]] |publisher=[[NewBay Media]] |url=http://www.multichannel.com/news/content/halmmark-hall-fame-films-move-hallmark-channel/383801 |url-status=live |access-date=January 3, 2018 |archive-url=https://web.archive.org/web/20200401050307/http://www.multichannel.com/news/content/halmmark-hall-fame-films-move-hallmark-channel/383801 |archive-date=April 1, 2020}}</ref><ref>{{cite news |last1=Stanhope |first1=Kate |date=August 8, 2016 |title=Hallmark Channel at 15: Network Chiefs on Mariah Carey, Martha Stewart and Biggest Misconceptions |language=en |work=The Hollywood Reporter |url=https://www.hollywoodreporter.com/news/hallmark-channel-at-15-network-chiefs-mariah-carey-martha-stewart-biggest-misconceptions-916340 |url-status=live |access-date=January 12, 2018 |archive-url=https://web.archive.org/web/20180112100927/https://www.hollywoodreporter.com/news/hallmark-channel-at-15-network-chiefs-mariah-carey-martha-stewart-biggest-misconceptions-916340 |archive-date=January 12, 2018}}</ref> Two new series, ''[[Good Witch (TV series)|Good Witch]]'' and ''[[Signed, Sealed, Delivered (TV series)|Signed, Sealed, Delivered]]'', were picked up for the 2014–15 season.<ref name="aa0">{{cite news |last1=Poggi |first1=Jeanine |date=March 13, 2014 |title=Hallmark Channel Promises Two Weeks of Wall-to-Wall Valentine's Day |language=en |work=Ad Age |publisher=Crain Communications |url=http://adage.com/article/special-report-tv-upfront/hallmark-upfront-kittens-valentine-s-event/292151/ |url-status=live |access-date=February 14, 2018 |archive-url=https://web.archive.org/web/20180215083826/http://adage.com/article/special-report-tv-upfront/hallmark-upfront-kittens-valentine-s-event/292151/ |archive-date=February 15, 2018}}</ref> In February 2015, Hallmark Channel held an inaugural "Countdown to [[Valentine's Day|Valentine's]]" event to build off the success of Countdown to Christmas, featuring four movie premieres.<ref name="aa0" />

In 2015, [[Mariah Carey]] directed and starred in a Christmas movie for Hallmark. She also hosted ''Mariah Carey's Merriest Christmas'', which was the channel's most-viewed show. Thus in May 2016, Carey signed a three-film deal for her to develop, executive-produce, direct, co-star, and write an original song for three movies with one for "Countdown to Valentine's Day".<ref>{{cite magazine|last1=Robinson|first1=Will|title=Mariah Carey is making movies (and music) for the Hallmark Channel|url=https://ew.com/article/2016/05/23/mariah-carey-hallmark-channel-deal/|access-date=February 15, 2018|magazine=Entertainment Weekly|date=May 23, 2016|language=en|archive-date=February 15, 2018|archive-url=https://web.archive.org/web/20180215084243/http://ew.com/article/2016/05/23/mariah-carey-hallmark-channel-deal/|url-status=live}}</ref> The channel's first "Winterfest" seasonal programming was in January 2016.<ref name="bww">{{cite press release |date=January 7, 2016 |title=Hallmark Channel's First-Ever Winterfest Programming Event is Ratings Hit |url=https://www.broadwayworld.com/bwwtv/article/Hallmark-Channels-First-Ever-Winterfest-Programming-Event-is-Ratings-Hit-20160107 |url-status=live |type=Press release |publisher=Crown Media Family Networks |archive-url=https://web.archive.org/web/20180220092342/https://www.broadwayworld.com/bwwtv/article/Hallmark-Channels-First-Ever-Winterfest-Programming-Event-is-Ratings-Hit-20160107 |archive-date=February 20, 2018 |access-date=February 19, 2018 |via=Broadway World }}</ref> At its March 2016 [[Upfront (advertising)|upfronts]], Hallmark Channel executives revealed that they planned to divide their programming into themed seasons year-round, to build upon the success of Countdown to Christmas and other franchises.<ref name="mdn">{{cite news|last1=Buckman|first1=Adam|title=Hallmark Upfront Emphasizes Family-Friendly Programming, Focus On Holidays|url=https://www.mediapost.com/publications/article/272491/hallmark-upfront-emphasizes-family-friendly-progra.html|access-date=February 20, 2018|work=Media Daily News|date=March 31, 2016|language=en|archive-date=February 21, 2018|archive-url=https://web.archive.org/web/20180221095952/https://www.mediapost.com/publications/article/272491/hallmark-upfront-emphasizes-family-friendly-progra.html|url-status=dead}}</ref>

On October 20, 2016, Hallmark Channel and the Hallmark Movies & Mysteries channel were added to the Sling TV service. On November 15, 2017, PlayStation Vue added Hallmark Channel, Hallmark Movies & Mysteries, and Hallmark Drama to its lineup.<ref>{{Cite news|url=http://www.cordcuttersnews.com/playstation-vue-adds-hallmark-channel-hallmark-drama-hallmark-movies/|title=PlayStation Vue Adds The Hallmark Channel, Hallmark Drama, & Hallmark Movies|date=November 15, 2017|work=Cord Cutters News|access-date=December 15, 2017|first=Luke|last=Bouma|archive-date=December 15, 2017|archive-url=https://web.archive.org/web/20171215111458/http://www.cordcuttersnews.com/playstation-vue-adds-hallmark-channel-hallmark-drama-hallmark-movies/|url-status=live}}</ref>

In October 2017, Hallmark Channel launched a new, [[over-the-top content|over-the-top]] subscription service known as [[Hallmark Movies Now]], which features new and existing original content from the network.<ref>{{cite news |url=https://www.multichannel.com/news/hallmark-drama-channel-launches-headwinds-linear-networks-415624 |title=Hallmark Drama Channel Launches Into Headwinds for Linear Networks |first=R. Thomas |last=Umstead |work=Multichannel |date=October 2, 2017 |access-date=November 15, 2018 |archive-date=November 15, 2018 |archive-url=https://web.archive.org/web/20181115113126/https://www.multichannel.com/news/hallmark-drama-channel-launches-headwinds-linear-networks-415624 |url-status=live }}</ref> In October 2018, the three Hallmark linear channels were added to streaming service [[Philo (company)|Philo]].

In November 2017, the channel beat all four major broadcast networks in the ratings one night with its ''Hallmark Hall of Fame'' movie, ''The Christmas Train''.<ref>{{cite news|last1=Holmes|first1=Linda|title=Made-For-TV Christmas Movies Are Big Business For The Hallmark Channel|url=https://www.npr.org/2017/12/17/571443655/made-for-tv-christmas-movies-are-big-business-for-the-hallmark-channel|access-date=February 17, 2018|work=Weekend Edition Sunday|publisher=NPR.org|date=December 17, 2017|archive-date=February 18, 2018|archive-url=https://web.archive.org/web/20180218090432/https://www.npr.org/2017/12/17/571443655/made-for-tv-christmas-movies-are-big-business-for-the-hallmark-channel|url-status=live}}</ref> In March 2019, Hallmark announced it had dropped [[Lori Loughlin]] from future company projects due to her role in the [[2019 college admissions bribery scandal]].<ref>{{cite news |url=https://www.usatoday.com/story/life/tv/2019/03/14/lori-loughlin-dropped-hallmark-college-admissions-scandal/3166111002/ |title=Lori Loughlin fired by Hallmark after admissions scandal; Olivia Jade dropped by sponsors |newspaper=USA Today |date=March 14, 2019 |first=Leora |last=Arnowitz |access-date=March 15, 2019 }}</ref>

In December 2019, the channel stopped airing advertisements for the online wedding registry [[Zola (company)|Zola.com]] that included two brides kissing each other, because of complaints that it was [[lesbian]]s kissing and promoted [[same-sex marriage]]s. A main complainant was [[One Million Moms]], a division of the socially conservative [[American Family Association]], which has been described as an [[List of anti-LGBTQ hate groups|anti-LGBTQ hate group]] by the [[Southern Poverty Law Center]]. Similar advertisements with heterosexual couples kissing were not pulled.<ref>{{Cite news|url=https://www.nytimes.com/2019/12/13/style/hallmark-channel-ads.html|title=Hallmark Channel Pulls Zola Ads Featuring Brides Kissing|last=Murphy|first=Heather|date=2019-12-13|work=The New York Times|access-date=2019-12-14|language=en-US|issn=0362-4331|archive-date=December 14, 2019|archive-url=https://web.archive.org/web/20191214034439/https://www.nytimes.com/2019/12/13/style/hallmark-channel-ads.html|url-status=live}}</ref> As a result, social media users called for a boycott of the channel,<ref>{{Cite news|url=https://www.huffpost.com/entry/hallmark-channel-lesbian-kiss-american-family-association_n_5df56b56e4b047e8889e3ea0|title=Hallmark Yanks Same-Sex Wedding Ads After Conservative Group Pushback|date=2019-12-14|work=Huffington Post|access-date=2019-12-14|first=Mary|last=Papenfuss|archive-date=December 15, 2019|archive-url=https://web.archive.org/web/20191215090616/https://www.huffpost.com/entry/hallmark-channel-lesbian-kiss-american-family-association_n_5df56b56e4b047e8889e3ea0|url-status=live}}</ref> while competitors like [[Netflix]] and the [[The Walt Disney Company|Disney]]-owned [[Freeform (TV channel)|Freeform]] cable channel responded by touting their [[LGBTQ]] inclusivity.<ref>{{Cite web|url=https://www.advocate.com/television/2019/12/15/amid-hallmark-boycott-queer-inclusive-freeform-tells-zola-call-us|title=Amid Hallmark Boycott Queer-inclusive Freeform Tells Zola, 'Call Us'|date=2019-12-15|website=www.advocate.com|language=en|access-date=2019-12-15|archive-date=December 15, 2019|archive-url=https://web.archive.org/web/20191215210037/https://www.advocate.com/television/2019/12/15/amid-hallmark-boycott-queer-inclusive-freeform-tells-zola-call-us|url-status=live}}</ref> On December 15, Hallmark reversed its decision and said it would reinstate the advertisements and work with [[GLAAD]], an LGBTQ media monitoring organization, to create more inclusive programming.<ref>{{Cite web|url=https://apnews.com/97aa3098502ea48ef087f03ccdc29396|title=In reversal, Hallmark will reinstate same-sex marriage ads|date=2019-12-15|website=AP NEWS|access-date=2019-12-16|archive-date=December 16, 2019|archive-url=https://web.archive.org/web/20191216063217/https://apnews.com/97aa3098502ea48ef087f03ccdc29396|url-status=live}}</ref> The series finale of ''[[Good Witch (TV series)|Good Witch]]'', which aired in July 2021, featured the first lesbian kiss in a Hallmark production.<ref>{{cite web |last1=Kelleher |first1=Patrick |title=Good Witch finale's heart-stopping same-sex kiss is history-making for the Hallmark Channel |url=https://www.pinknews.co.uk/2021/07/26/hallmark-good-witch-lesbian-kiss/ |website=Pink News |date=July 26, 2021 |access-date=24 September 2021}}</ref><ref>{{cite web |last1=Ermac |first1=Raffy |title=Hallmark Channel Finally Aired a History-Making Same-Sex Kiss |url=https://www.out.com/television/2021/7/27/hallmark-channel-finally-aired-history-making-same-sex-kiss |website=Out.com |date=July 27, 2021 |access-date=24 September 2021}}</ref>

Abbott quietly and abruptly stepped down as president of Hallmark Channel in February 2020;<ref>{{Cite web |last=Mallenbaum |first=Carly |title=Hallmark Channel exec steps down without explanation, one month after same-sex ad flap |url=https://www.usatoday.com/story/entertainment/tv/2020/01/22/hallmark-exec-steps-down-month-after-same-sex-ad-controversy/4547775002/ |access-date=2020-02-06 |website=USA Today |language=en-US}}</ref> the following year, a group led by Abbott acquired the [[Southern United States|Southern]] lifestyle channel [[Great American Country]] (GAC) from [[Discovery, Inc.]] to relaunch it as a direct competitor to Hallmark, [[Great American Family]]. The channel has emulated the programming strategies that were mounted by Hallmark Channel under Abbott, and has also leveraged talent who had been associated with the channel's original productions.<ref>{{cite web |last1=Schwartz |first1=Ryan |date=April 19, 2022 |title=Hallmark Vet Candace Cameron Bure Makes Move to GAC Family, to Develop 'Family and Faith-Filled Programming' |url=https://tvline.com/2022/04/19/candace-cameron-bure-leaving-hallmark-channel-gac-family-christmas-movies/ |access-date=April 22, 2022 |website=TVLine}}</ref><ref>{{Cite web|last=Goldsmith|first=Jill|date=June 7, 2021|title=Discovery Sells Great American Country To Investor Group With Former Crown Media Chief Bill Abbott As CEO|url=https://deadline.com/2021/06/discovery-great-american-country-bill-abbott-1234770516/|website=Deadline Hollywood|access-date=June 7, 2021}}</ref>

On October 31, 2022, Hallmark announced a distribution agreement with [[NBCUniversal]], under which live and on-demand programming from its networks would be available to [[Peacock (streaming service)|Peacock]] subscribers.<ref>{{Cite web |last=Earl |first=William |date=October 31, 2022 |title=Peacock Pacts With Hallmark for Branded Streaming Hub |url=https://variety.com/2022/tv/news/peacock-hallmark-movies-christmas-branded-hub-1235418523/ |access-date=November 12, 2022 |website=Variety |language=en-US}}</ref><ref>{{Cite web |last=Rice |first=Lynette |date=October 31, 2022 |title=Peacock Will Start Streaming Hallmark Programming |url=https://deadline.com/2022/10/peacock-streaming-hallmark-programming-christmas-movies-1235159080/ |access-date=November 12, 2022 |website=Deadline |language=en-US}}</ref>