Editing Hallmark Channel (section)

=== 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>