Hallmark Channel kicked off its two-month Christmas-themed programming lineup Sunday with 2.3 million viewers tuning into its original film `Tis The Season For Love.
The movie, which starred Sarah Lancaster as a city-dweller returning to her small hometown roots for the holidays, was the first of 16 original movies Hallmark will air over the next two months as part of its "Countdown to Christmas" programming stunt. Hallmark's holiday fare, which actually launched on Halloween on both Hallmark Channel and Hallmark Movies & Mysteries, drew 18.1 million unduplicated viewers over the weekend, according to network officials.
“Over the last 5 years, Hallmark Channel has become the undisputed leader in holiday programming and viewers can’t seem to get enough — so this year, we are raising the bar with our largest and most ambitious slate yet,” said Michelle Vicary, EVP, programming & network publicity, Crown Media Family Networks. “Sunday night’s results are an excellent way to kick off the campaign and we look forward to once again delivering on our promise for the very best in seasonal entertainment.”
More from Michelle Vicary on Hallmark's Christmas programming strategy:
MCN Original Video: One Question for ... Hallmark's Michelle Vicary | Hallmark Networks Can’t Wait for Christmas: A Q&A With Michelle Vicary [subscription required]
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R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.