Three years after taking the helm at Hallmark Media and ushering Hallmark Channel and its sister networks into a new era of greater creativity and diversity, president and CEO Wonya Lucas has announced she’s stepping down at the end of the year.
In a surprise announcement on August 8, 2023, Hallmark Media said Lucas will continue to serve as an advisor by remaining on the Hallmark Media Board of Directors “where her experiences and insight will help shape the strategic direction of the business.”
Lucas took over Hallmark Media in 2020 after longtime CEO Bill Abbott parted ways with the company following a public relations mess in which Hallmark Channel pulled four Zola commercials off the air because they featured a same-sex wedding. Mike Perry, president and CEO of the networks’ parent company, Hallmark Cards Inc., issued an apology at the time and reinstated the ads, according to The Hollywood Reporter, and Abbott was gone soon after.
Abbott has since launched a cable network meant to compete with Hallmark, Great American Family, while Lucas, who’s been highly respected by many on her leadership team and among Hallmark’s biggest stars, set out to diversify the talent and stories told on the company’s three TV networks — Hallmark Channel, Hallmark Movies & Mysteries, and Hallmark Drama.
Wonya Lucas & Hallmark Issue Statements About Her Surprise Departure
Getty GettyHallmark Media President and CEO Wonya Lucas and Hallmark star Holly Robinson Peete in April 2023.
In the statement issued by Hallmark, Lucas was quoted as saying, “I am honored to have led this company and am tremendously proud of the progress we’ve made by creating an evolved entertainment experience that inspires meaningful, emotionally connected moments for our audiences.”
She continued, “My passion for the Hallmark brand has grown in deeply rewarding ways and will remain paramount as I continue to help guide Hallmark Media’s future in a more strategically focused capacity.”
Perry, whom Lucas reports to, will work closely with Lucas and the Hallmark Media executive leadership team leading day-to-day operations while completing “the process of Lucas’ transition.” It’s not clear if Perry will step into the role permanently.
In an interview with Broadcasting & Cable on August 7, Perry had only positive feedback about Lucas’ work over the past three years. Upon hiring her to take the helm, he said, the first priority “was really about broadening the content and the stories that we tell here, and making sure that we did that in a more diverse and inclusive way. I think both of us feel very good about that.”
Their other goals, he said, included building a strong management team and developing “new commercial pathways” beyond regular TV, which have been achieved in deals with Peacock, Hulu, and YouTube TV as well as the launch of streaming service Hallmark Movies Now.
“To her credit, it’s like check, check, check and check on all the things that we wanted to do,” Perry told the outlet.
Lucas, who was hired at the height of the COVID pandemic, is a native of Atlanta and worked remotely for part of her tenure at Hallmark. She told the Wall Street Journal in December that she was preparing to relocate to Hallmark Media’s headquarters in Los Angeles in 2023.
Neither Lucas nor Perry gave a reason for the shakeup. Hallmark just reported a successful “Christmas in July” promotion, during which Hallmark Channel was the most-watched entertainment cable network throughout the entire month of July.
Wonya Lucas Has Been a Highly Respected Leader at Hallmark
Getty GettySVP development at Hallmark Media Samantha DiPippo, President and CEO Wonya Lucas, and Executive Vice President of programming Lisa Hamilton Daly during the 2023 “Countdown to Christmas” kickoff
Lucas has not only made a big impact on Hallmark’s direction, but also on the people she works with, who have often talked about how much they like her and respect her decisions, including Executive Vice President of Programming Lisa Hamilton Daly, a former Netflix executive who joined Hallmark in the fall of 2021.
“I think she’s very committed to drawing in a new audience and figuring this out,” Daly told CNBC in February. “I came here for Wonya because she shared her vision of things with me, and I said, ‘Yes, I am signing on for that.'”
In June, Hallmark star Andrew Walker had only glowing things to say about Lucas after spending time with executives and his fellow actors during a day at Hallmark headquarters in Kansas City.
“(Wonya) reminds me very much of Lacey Chabert’s personality a little bit,” Walker told Heavy at the time. “She’s like an angel walking Earth. She’s just such a beautiful spirit. This woman is unbelievable. When you’re around her, her personality is infectious. It’s like, you’re just captivated. She’s so kind.”
Interestingly, Walker shared that when Lucas spoke to the group about her work at Hallmark, she revealed that six months prior, some of her “peers” at the company said they could tell she’d figured out the magic of the Hallmark community.
Walker explained, “She goes…’They said they saw how something just clicked with me. And they said, ‘Wonya, you get it! You understand now why we call it a family.'”
In its announcement, Hallmark praised Lucas’ many accomplishments at Hallmark, saying that she “helped to build a more solid foundation for the business through broadened storytelling with more diverse and inclusive storylines and characters.”
The press release also celebrated that “she assembled a seasoned, highly competent, creative and resilient leadership team” and that together, built new distribution channels and launched initiatives like the Make Her Mark Women’s Directing Program with actress and director Ashley Williams.
“Most importantly,” the release reads, “the foundation Lucas built directly aligns with the aspirations and values of the Hallmark brand.”
Before joining Hallmark, Lucas was president and chief executive officer of Public Broadcasting Atlanta, overseeing Atlanta’s NPR and PBS stations, according to IMDb. Before that, she was president and chief executive officer of TV One, becoming only the second African American woman to hold the office of president and chief executive at a cable television network. Lucas previously worked for Discovery Communications, including serving as executive vice president and chief operating officer for Discovery Channel and Science Channel, as well as global chief marketing officer for Discovery, managing marketing on 130 networks in 210 countries.
I used to watch Hallmark but since the takeover and shake-up I hardly watch it. Hallmark movies have changed and not for the better. If I want to see heavy drama I wouldn’t have been watching Hallmark for years. Hallmark became the leading cable channel because it gave good feel good & happy endings. Lately it is nothing but disappointing news. Hallmark always had diversity way long before the fiasco with the advertising. They hired actors/actresses of all ethnic groups, all races, and sexual orientation. There was no need to mess with something that was already good and well-liked.
Hallmark has succeeded in removing God from the channel in the name of diversity. The mentioned success in July was spurred by older Hallmark films.
You seem to forget that God created all people, not just straight, white people. BRAVO to Hallmark for including everyone.
Hallmark always included them There were people of color, people of ethnic backgrounds, people of different sexual orientation. The big difference was they were inclusive quietly meaning they didn’t need to blast it all over the screen. Hallmark used to be a channel you did not have to think about in front of friends and family. You could just turn it on and feel good. Sadly Hallmark blew it!
Since the shake up the only thing that I watch now is When Calls the Heart and that’s all that I watch on Hallmark
sadly hallmark has degraded over the last year and a half or so…used to be a go to family network…now they have cancelled almost ALL the “mystery” franchises, have almost crtainly said good-bye to Signed,Sealed Delivered….and only kept 1 mainstay..WCTH….not against “diversity / inclusion”, but EVERY MOVIE/SHOW,? back to basics and reviving some of the cancelled franchises( gourmet det.,fixer up , flower shop,etc ) will help.
and the christmas movies need to have more “Christmas magic” less romance focused making christmas an after thought/ backround /just decoration, in the movie.
They are still the family network. But now, they represent ALL families, and not all families are “Christian,” something you are poorly representing.
rrriiiggghhhhtttt……and your comment isnt any better at representing it.
Agree….didn’t need to “fix” something that was extremely successful! I can’t agree with Hallmark being at all successful in the last 2-3 years…hard to watch anything more than 15 minutes. Such a shame! I never used to miss a movie! Now hard to find one I can actually watch! GAC beats them hands down with movies now! Hopefully her replacement will be an improvement.
Great, go watch GAC. Isn’t that the sound my cat makes when he’s about to upchuck?
Why are your comments so hateful?
I was just about to write and ask them the same question!
Only when he looks at you.
It’s one thing to try to make movies for diversity but Lucas really pushed the boundaries. Most people that watch Hallmark are more traditional. Yet many of the recent shows featured mixed race couples and same sex couples. That may reflect 2023 but people watch Hallmark to escape the realities of today. It may be fluff to some but sometimes one needs some fluff to mentally escape.
And you’re saying mixed-race couples, and same-sex couples can’t be represented with “fluffy” relationships? Or provide a mental escape. I hate to break it to you, but that IS the reality of today. But you’re free to escape into your lily-white world of GAC.
I love that they have diversified their programming. It includes everyone not just the few. Kept religion to a minimum.
I agree. As ‘white” as I am, my world, and friendships, include people of all races, religions, and non-religions, and sexual preferences. I love the new Hallmark and hope they keep it up.
I love Hallmark! I love the movies and I will continue to watch my favorite actors. They needed the diversity and they brought their game and made it better! Keep on going Hallmark, you rock!!!
I agree, completely. I hope they keep it up. Well done, Hallmark.
I watch Hallmark much more now than I did in the past. I applaud that has become much more inclusive; ethnically, and religiously diverse. We are NOT a white, Christian nation. We are a nation of countless religions and races, and different relationship makeups. I applaud Hallmark for striving to represent this nation as we ARE, not just as some might wish it to be. I hope Hallmark doesn’t lose this. If people want their pure white, heterosexual, religious movies, they can be bored with GAC.
I would say the people have spoken and it looks like Hallmark has failed the average viewer. Want to bet that Ex-CEO Lucas didn’t resign happily?
I am a big fan of Hallmark. Last night we watched the new Aurora Teegarden series. It was very boring and the new actors did not have any personality. Very upset with all the changes you are making. Also did not transfer to the new Hallmark . You have taken away alot of the great actors and actresses that make your show a great success. GAC has taken away alot of my favorites, but I do not like having to pay extra nor will I.
I agree with you about the new Aurora Teagarden movie – I would not even rate it a 1 out of 5 for goodness.
I miss the good mysteries and I don’t care about anyone’s color, sex or beliefs. I simply want good mystery entertainment. I was quite angry about the cancellation of unfinished mysteries. Leaving cliff hanger endings was not a good way to encourage viewers.
I am almost done with the channel because it has become boring and not for any other reason.
Hallmark IMHO has lost its “roots”, it was always the mainstay of our family programing. I only now watch the older Xmas shows and there was some diversity & inclusion within them and WCTH. Other than that I look for good whole some movies on other channels. I hate to say this but Hallmark is coming close to becoming the AH Bush / I Bev of the TV movies. The loss of the mystery series, with the suspense has been a great loss as well.
I am having a hard time with the loss of all the Mystery series. Most of all Mystery 101 I loved that series. Also, the Sign Sealed Delivered series. But continue with the Aurora Teagarden series after all the movies they are still clinging to this series. I feel there are many people in the same belief of this. Please bring the Mystery 101 series and Sign Sealed Delivered back.
Hallmark fell victim to political correctness and shot themselves in the foot. I used to watch it for an escape from the garbage on the MSM. Now, I look for PURE FLIX for wholesome entertainment. I have written often to Hallmark about how messed up their portrayals of the military are, and was told essentially to mind my own business. I offered to advise gratis, but was soundly rejected. I guess that was part of the revised mindset that the outgoing CEO brought with her. Sad.
I didn’t see and sense into canceling EVERYONE of the Mystery series. Not good business sense either. No explanation to the fans who are the ones that keep Hallmark on air . Just dumb.
I am sad to hear this. I enjoy Hallmark. I believe in all people not just straight, the real world is not like that and that is the world we all live in. I do not need anyone to tell me how to live. If you are an actress that thinks that way you leave and please believe you will not be missed. Since a few of you that did leave I have seen movies That are better and the actors are just as good or evev better then you.
I enjoy both Hallmark & GAC movies. Why does it have to be one or the other? If I don’t like it I don’t watch it. Each channel has something to offer its viewership. Kudos to both channels for giving us all movies we can enjoy.
I use to love Hallmark but they have gotten rid of all the good series they had on. Instead of making them last for years they cancelled them. And the only time I watch their movies is a new one that doesn’t have same sex couples as front stars. I don’t want to see them kissing. Sorry but that is just something I don’t care to watch. I too watch Pureflix and GAC more then Hallmark.
But did ya work there? ?
Lucas was good at putting the image out to the public that the string-pullers at Hallmark corporate wanted her to.
Internally employees were leaving because the diversity was mostly lip service. She assembled a team of white women with whom she worked, and labeled them company executives.
Multiple employees of color left the company when they saw it was lip service.
They hired a human resources executive completely unqualified for the job.
Good riddance!!!