Crown Media Family Networks is rebranding to Hallmark Media, president and CEO Wonya Lucas said during the virtual Television Critics Association press tour on Wednesday. The change more closely aligns the media company with the legacy brand of parent company Hallmark Cards.

“The iconic Hallmark brand and our purpose-driven mission to help people live caring, connected lives full of meaningful moments will drive everything we do,” said Wonya Lucas, president and CEO, in a statement. “The beloved Hallmark brand is associated with positivity, kindness, celebrations and traditions – all of which are the underpinnings of our content and core values. With these attributes as our foundation, it only makes sense that our company name lead with the Hallmark brand.”

The Crown Media Family Networks includes linear networks Hallmark Channel, Hallmark Movies & Mysteries and Hallmark Drama as well as streaming service Hallmark Movies Now.

Hallmark Channel was ranked the second most-watched entertainment cable network in total day among women 18-plus in the second quarter, and the most-watched cable network in that demographic on weekends, according to the company.

Hallmark Channel also just concluded its popular Christmas in July annual programming event, which included three new original movies. As a result, Hallmark Channel was the most-watched network in cable entertainment in both total day and primetime among households, women 18-plus and total viewers for the month. The three movies, which premiered on three consecutive Saturday nights, were the most-watched original entertainment cable program on those Saturdays among households, women 18-plus and total viewers.

Tags: christmas in july crown media family networks hallmark cards hallmark channel hallmark media hallmark movies & mysteries hallmark movies now rebrand

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