Hallmark ‘Backed Off’ Of Making Mysteries 2 Years Ago: What Changed?
The past few years have been a rollercoaster ride for Sleuthers. However, in a recently released interview with a top Hallmark Media executive, it turns out the network had “backed off” from making their Mysteries for a period of time. Now, they just rebranded HMM to Hallmark Mystery. What reversed the network’s decision to double down on its mysteries?
Here is what Hallmarks VP of Programming Lisa Hamilton Daly revealed.
Hallmark Started To Phase Out Mysteries, But What Changed?
There have been a lot of changes at the network including the newly branded Hallmark Mystery. This means that the network will be airing mysteries all day and night. How did the network get to this point? MCN, the video channel for cable trade publication Multichannel News recently spoke to Lisa Hamilton Daly, the EVP of Programming at Hallmark Media to ask about this very thing.
Lisa was asked, “You made a big announcement regarding Hallmark Movies & Mysteries now to be Hallmark Mystery. Talk to me a little a little about the thought process.”
The VP of Programming at the network replied, “You know, I’ve been at Hallmark for a little over two years. When I got here, they had kind of backed off of the mystery content, and they leaned in more into what we were calling romantic dramas. But those really didn’t feel distinct enough to me from what we were doing on the main channel. And, they weren’t really rating as well as we would have liked them to.”
Lisa revealed that she had come in when mysteries were put on the back shelf. But, she realized that the “movies” part of the equation were not distinctive enough from the OG. Nor did they get the sorts of ratings that they got on the OG.
However, there was something that made Hallmark decide to reverse their decision to back off from mysteries, and instead devote the whole channel to them. Lisa shared that it was Sleuthers.
We also had so much fan sentiment around our mysteries, the rebranding of the channel is just calling attention to that focus.
Viewers made all the difference in this major reversal.
The Network Is Focused On ‘Fresh’ New Mysteries And Old Favorites
Exactly a year ago, Lisa Hamilton Daly spoke with Decider on the future of mysteries. She revealed then that Hallmark would be “leaning back” into making more mysteries. She explained that they would be bringing back fan favorites, which have included Hannah Swensen. However, they also wanted to bring in some new mysteries as well.
Last year, her goal was to bring in some “fresh” work. Since then, the network has debuted over a dozen new mystery series. The next one is Crimes Of Fashion: Killer Clutch starring Brooke D’Orsay and Gilles Marini.
Sleuthers, what would you like to see Hallmark Mystery make next?