Hallmark Media's Wonya Lucas Brings 'Everyday Diversity'

When she arrived at Hallmark Media (then called Crown Family Media Networks) in July 2020, it would have been easy for Wonya Lucas to simply maintain the status quo when it came to Hallmark Channel and the other networks under her purview. But that’s never been her style. Instead, Lucas—Adweek’s TV Executive of the Year—tapped into her extensive resumé in branding (Clorox and Coca-Cola) and television (where she had been head of marketing and research at CNN, evp at Weather Channel and helped launch ID at Discovery) and dug in at the Hallmark networks “to understand who that core audience is and then understand the opportunity audience," Lucas told Adweek. At the top of that list was Black women, whom Lucas knew from her time at ID "actually watch more television than any other demographic. Fifty percent more now," Lucas said. "And it's an audience that largely, at Hallmark, we weren't getting." Well, they are now. Among her key moves at Hallmark Media, Lucas leaned into its existing IP, turning the brand’s three-decade-old greeting card line, Mahogany, into an entertainment brand focused on Black culture and Black women. The brand has already produced two movies, with plans to extend into podcasts and scripted series. Lucas has successfully infused some long-overdue diversity into the Hallmark networks, too, with not just race but through religion and sexual orientation as well, all while maintaining the brand’s ratings dominance. Hallmark Channel was the No. 1 most-watched entertainment cable network of the 2021-2022 TV season among households, women 18 and older, and total viewers, according to the company. Meanwhile, Hallmark Movies and Mysteries also ranked in the top five most-watched in total day and weekend prime among women 18 and older. Crown Media Family Networks Changes Name to Hallmark Media 'Everyday diversity’ "[We're] keeping our traditional movies because people love them, but also surprising and delighting them in different ways with the different type of journey. We've expanded beyond just romantic love to include sisterhood and to include community and family and different types of families, family constructs," Lucas said. "We talk about everyday diversity. And I always say that what I love about our brand is that we show that there's more that binds us together as a community than separates us." To that end, the company’s protagonists now include women who are plus-sized (Hallmark Channel’s Romance in Style) and have Down Syndrome (Hallmark Movies and Mysteries’ Color My World With Love). "When I was growing up, I remember watching this one show that had a Black lead, and I was from the South, and I know what that feels like when you see someone that's like you. And that's what we want here at Hallmark because we have all this positivity and love and kindness and caring, and everybody deserves that," Lucas said. Going forward, Hallmark will offer audiences even more opportunities to see themselves reflected on screen. In addition to Mahogany, the company is exploring all properties of Hallmark IP, which include kids' brand Crayola; Tree of Life, centered on the Jewish faith; and Vida, a brand focused on Hispanic and Latinx culture. Additionally, DaySpring, for the Christian religion, already has movies coming out for Christmas and Easter. Ultimately, Lucas wants to create an "ecosystem of content" across the Hallmark properties (including its streaming service, Hallmark Movies Now), which could potentially offer deeper dives for fans. That certainly includes Countdown to Christmas, Hallmark’s annual two-month holiday movie marathon extravaganza. Despite increased competition each year, Hallmark continues to dominate the holiday movie space. Last year’s Countdown propelled Hallmark Channel to the No. 1 entertainment cable network among adult women for the eighth consecutive year and total viewers for the fifth year. This year’s slate—which will kick off on Oct. 21 and boasts 40 original movies—includes Hallmark’s first holiday film focusing on an LGBTQ+ couple (The Holiday Sitter); Hallmark Movies and Mysteries’ inaugural Mahogany Christmas movie (The Holiday Stocking); and its first faith-focused film from DaySpring (The Gift of Peace). The network will continue to use its success around the holidays to fuel its programming throughout the year. For instance, last year Hallmark aired its Wedding Veil trilogy, with the first part premiering right after Countdown to Christmas and the second and third installments keeping viewers hooked through the first quarter. This year, Hallmark is launching two new series, with one airing right out of Countdown to Christmas. The Hallmark 'dream team' Even with an uncertain economy ahead, Lucas views Hallmark's branding as its secret weapon. "What we found during the pandemic or even during difficult times is, people, if they have access to us, they're going to tend to watch us a little more because our brand is uplifting. It depends on the circumstances, but if we are available, I think people will lean into us a little bit more," she said. Lucas told Adweek one of her proudest accomplishments since joining Hallmark Media is assembling her “dream team” of execs: “They’re strategic thinkers, they are passionate and they’re fun.” And the Hallmark president and CEO knows a thing or two about teams. Her father, Bill Lucas, was the first Black general manager in Major League Baseball, and her uncle, Hank Aaron, famously broke Babe Ruth's then-career home run record in 1974. Lucas still remembers as a child how her uncle received death threats during his record-breaking season and how police were stationed outside his house. "Whenever times are harder, I think about what he went through and how he handled it. And whatever I'm dealing with is nothing compared to that. So I'm very fortunate," Lucas said. "But it does get back to team. We're going to the World Series in entertainment. This is the team that's going to take us there." Check out the rest of the 2022 Hot List here.

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Wonya Lucas Is Bringing 'Everyday Diversity' and Brand Expertise to Hallmark Media

Adweek's TV Executive of the Year touts Countdown to Christmas, evolving storytelling and assembling her 'dream team'

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