New Hallmark Channel Chief Touts Diversity Focus Following Controversy

It was just over a year ago that Hallmark Channel found itself in an unusual position: embroiled in controversy. In December 2019, the network sparked outrage for briefly pulling several ads featuring a same-sex couple kissing, at the same time it was weathering criticism for a lack of racial, sexual and religious diversity in its holiday movies. Now, its parent company Crown Media Family Networks has a new president and CEO, Wonya Lucas, and more diverse and inclusive slate of projects. “When I think about the Hallmark brand, it is inclusive,” Lucas told reporters today at the Television Critics Association’s vital winter press tour, noting that consumers can walk into a Hallmark store and see cards targeted for Black consumers, LBGTQ audiences and a range of religious holidays. “We are really seeking to make sure that everyone can see themselves in our movies.” So going forward, the networks Lucas oversees—flagship Hallmark Channel, Hallmark Movies & Mysteries, Hallmark Drama and streamer Hallmark Movies Now—will “add a little more authenticity and complexity to the storylines,” she said. Turning the page on the past Lucas was named president and CEO of Crown Media Family Networks last July. Previously, she had been president and CEO of Public Broadcasting Atlanta, overseeing the city’s NPR and PBS stations. She replaced Bill Abbott, who had been Crown Media Family Networks president and CEO for 11 years before leaving the company in January 2020. His exit came a month after Hallmark Channel briefly pulled several ads from wedding planning brand Zola that featured a same-sex couple kissing at their wedding. “I’m a brand person through and through,” said Lucas. “I see my role as continuing to evolve our brand [and to] embrace the breadth and depth of the Hallmark brand.” Lucas noted that prior to her arrival last summer, the networks had already begun “to expand diversity in our programming,” which led to “significant” diversity and inclusion achievements last year. According to Michelle Vicary, evp of programming for Crown Media Family Networks, 25% of Hallmark’s original movies last year featured diversity in some way, a marked improvement from previous years. Going forward, her networks will try to “represent people as they truly live, as they truly are, and not in a stereotypical way,” Lucas said. On Saturday, Feb. 20, Hallmark Channel will feature its first gay lead character in a movie: Mix Up in the Mediterranean, in which Jeremy Jordan plays twin brothers, one of whom is gay. Despite the company’s diversity strides, Lucas declined to discuss its earlier missteps or the 2019 controversy around the Zola ads. “I wasn’t there, so I can’t speak to that at all,” she said. “All I can speak to is where we are today.” However, she did note that “I believe that people have moved on, based on our ratings success this season. People are leaning into what we’re doing.” Vicary, who was in her same role during the time that company came under fire in 2019, also dodged a question about Hallmark's lack of diversity prior to last year’s slate. “I’m so proud of what we’re doing,” she said instead. “We will continue to make sure that people are represented authentically and in the proper way.” Lucas also said Hallmark has filmed 66 original movies during the pandemic, including 40 holiday-themed films that aired last year on Hallmark Channel and Hallmark Movies & Mysteries.