It’s been Christmas since July on the Hallmark Channel, but viewers got their first taste of the network’s woke holiday programming Saturday. With the debut of “Christmas on Cherry Lane,” management made it abundantly clear that the “heart of TV” will continue to push the LGBT envelope—despite America’s towering wave of pushback.
Unlike other companies who’ve reckoned with the shifting consumer tides, Hallmark has no plans to change course. And their refusal to read the room could cost them.
Television’s home for clean, predictable, and endearing romance had already faced an internal revolt in 2020 with the departure of longtime CEO Bill Abbott. Frustrated by the company’s decision to take Hallmark in a more progressive direction, Abbott left to form Great American Family—a booming entertainment alternative that’s been TV’s “fastest growing network” in 2023.