There’s a new sheriff in town at Hallmark. On March 31, 2026, the company announced that Darren Abbott has been named president of Hallmark Media, per Deadline, replacing John Matts, who had been in the role for less than a year.
What does the move mean for Hallmark’s beloved movies, series, and stars? Here’s everything we know…
There Have Been Multiple Leadership Changes at Hallmark Over the Last Year
GettyOver the last 15 months, there have been multiple leadership changes at Hallmark Media, a subsidiary of Hallmark Cards, Inc. that operates the company’s cable channels, Hallmark+ streamer, and fan experiences.
In January 2025, Hallmark Media announced that Programming EVP Lisa Hamilton Daly was no longer with the company. At the same time, Abbott — who’s been with Hallmark for nearly 30 years — was named Chief Brand Officer.
A statement to Deadline at the time explained, “Hallmark is aligning its consumer-facing touch points, including content, under a single leader, Chief Brand Officer Darren Abbott, with a focus and expertise in the expression of the Hallmark brand to consumers — from product to experiences and now content, across multiple platforms.”
That June, Matts was named president of Hallmark Media after being at the company for three years — first as the Chief Financial Officer and later as the Chief Operating Officer. A press release said that his new role would have him overseeing “key divisions including advertising sales, culture, distribution, finance, research, and strategic insights, continuing to drive growth and innovation across the organization.”
GettyThe release noted that both Matts and Abbott would report to Hallmark CEO Mike Perry. Two months later, in August, fans and stars were thrilled by the surprise return of Michelle Vicary as Head of Programming, reporting to Abbott.
A beloved Hallmark programming executive for over two decades until her departure in 2021, Vicary helped to launch the network’s annual Countdown to Christmas programming and several beloved series, including “When Calls the Heart,” and the since-canceled series “Good Witch” and “Chesapeake Shores.”
Darren Abbott Has Said He’s Committed to Hallmark Channel Featuring ‘Stories That Reflect the World That We Live In’
GettyAbbott and Vicary have worked closely on programming decisions and direction in the months since her return, so the likelihood of major changes to the network’s values and mission amid his promotion to President is not high.
Perry said in a statement on March 31, “From fostering each brand touchpoint to elevating how we work with advertisers, distributors, and all external partners who help us deliver on our brand promise, Darren is uniquely suited to build a future where Hallmark continues to bring joy, positivity, and connection to fans and consumers everywhere.”
Nevertheless, some fans have expressed concern that Abbott won’t champion efforts to diversify Hallmark’s casting and storytelling, as the network has prided itself on in recent years. On a Reddit thread about his promotion, one fan wrote, “I’m really hoping that ‘fostering each brand’ doesn’t mean the minimal diversity we get is getting axed.”
“The shows and films in the past 5 years are some of Hallmark’s strongest and most innovative, while attracting actors like Sarah Drew and Mae Whitman they might not have previously,” another fan commented. “The last 5 years have managed to reflect relationships and people in various stages (separation, blindness, immigration) while maintaining positivity and warmth … Maybe this is just shifting bodies, but I hope Hallmark stays strong.”
But concerns about Abbott not championing continued diversity as President are likely unnecessary, given his previous comments about sharing that vision with Vicary. According to Variety, during Vicary’s prior years at the network, she “expanded the company’s commitment to diverse storytelling, including hiring multiple LGBTQ+ actors.”
When she rejoined Hallmark last year, Abbott told Variety that “the Hallmark brand is a brand for all people, and we always have been. It is at the foundation of who we are, so we’re going to continue to lean in on that as well.”
Vowing to work together to tell “stories that reflect the world that we live in and the diverse storytelling that we can bring to the table,” Abbott told the outlet, “That was important to Michelle, it’s important to me.”
“You can’t be a brand about connecting people if you’re not for all people,” he added, “and so at the end of the day, that’s really important to us — whether it’s in the products we sell, the movies we make or the experiences that we’re creating.”
Decisions about other common fan questions regarding Hallmark’s future, including plans for its mystery franchises and Hallmark Mystery channel, remain to be seen as Abbott settles into his additional responsibilities.
I love the hallmark channel because there are no cursing, men and women relationships without nudity. I can let my grandkids watch this without worrying that they will be influenced. Keep the LGBT out of Hallmark!!!
I agree with you. Love the stories.
But I want the kids to be able to watch them
I agree with that! There’s enough diversity on the other channels to go around for everyone. My TV stays on the Hallmark channel but if I have to watch men kissing men and women kissing women, that will definitely change and I’m sure I’m not the only one that feels that way!
Totally agree. Other cable stations have plenty of diverse options of various sexuality. It’s exhausting.
Agree totally–I will not watch this type of program!
Linda, I totally agree with you! My TV is on the Hallmark most of the day, But as soon as I see a movie Has LGBT in it I switch channel. I DO NOT want to see men kissing men and women kissing women! and I don’t want my grandkids seeing it!
Shirley, may I suggest that you stick with GAF if you want to stigmatize and reject anyone that doesn’t exactly fit your opinions. I watch Hallmark specifically because I want the world to be represented as it really is. If you are uncomfortable with diversity, you certainly can just watch GAF. Why should everyone else not watch anything that you don’t personally approve of?
Barbara, may I suggest that you remember that the Hallmark cable channels became number 1 by families liking the fact that they could leave the channel on around children. Hallmark has always hired actors and actresses that were LGBT and they had them in the movies but they weren’t pushing it in our faces like they have since they radically changed.
The problem is Hallmark is holding itself out to be family oriented and it is not.
Families made Hallmark Cable number 1 and they are losing that.
You told her to Watch GAF. I suggest you watch every TV station because they are all catering to non-family type viewing.
I got rid of my Hallmark Cable.
Dear Pam,
Quoting you, “The problem is Hallmark is holding itself out to be family oriented and it is not.”
Your definition of family is so wrong. To you a family is only a small group of individuals living together when the reality is that family is who you make it. There are so any bloodline families that are so dysfunction as to be dangerous while a real family is not just blood related but individuals who love and support each other unconditionally.
I agree, Hallmark shows us the realities of life in all forms and all voices. I think it is important in a loving sensitive way to represent all people. I love the direction Hallmark has been going. They are still the brand I have loved for years. Love and kindness know no bounds! I applaud Hallmark and love all the movies!
Well said Barbara! I agree with you 100%!
Totally agree! Most of the new movies, even with established stars I feel are very talented, are dismal and I end up tuning off within 30 minutes! There were so many wonderful movies/series that I enjoyed so much–Morning Show Mysteries, Darrow and Darrow, Emma Fielding Mysteries, Fixer Upper Mysteries, Mystery 101…and the list goes on and on. Hallmark needs to realize that many viewers watch and enjoy these older movies and begin producing shows with the same format. Also–BRING BACK BRENNAN ELLIOTT!
i disagree with you Shirley. In the real world, there is different family living! Two Moms, Two Dads plus children. I love Hallmark putting diversity in their programming. Before a movie you dont approve of, Dont Watch it! All relationships Matter!
There is too much in daily life for it to be exposed on TV especially Hallmark.
Totally agree!!! I hope the new Hallmark execs will read … really read … the comments left here! As parents and grandparents, we wish and pray for a “sane” world for our kids and grandkids. We raise them with wholesome values. Not values contrary to authentic belief systems based on “real evidences.” Keep the “wokeness” out of the storylines, and the LBGTQ+ mess, too! That kind of narrative has no place in the kind of stories that are recognized and loved in Hallmark movies. Much too controversial! We watch Hallmark movies to enjoy the “feel good things” that “real life” fails to deliver all too often. Keep it “clean,” Hallmark! Please! Give us something with high morals and values to be able to watch with those we love and those who are most impressionable.
I have loved Hallmark for years. In the last 12-18 months I’ve been really disappointed. Solid long running series like Bargain Block, Married to Real Estate, Farmhouse Fixer and more having been cancelled is just mind boggling to me. Especially being replaced by Zillow whatever, hoarding Christmas decorations and whatever crazy other things they’re slapping on has sent me to Magnolia and I’m Really enjoying their programming.
I agree with the above comment 100%
I love the Hallmark Channel too, but I’m tired of the rerun shows in the morning and at night. Who wants to watch those old reruns day after day.. Movies, yes!!!!! But not the old shoes .Get rid of them.
Maybe there’s a chance for “ The Way Home”? Not to be canceled.??
I would love that. But they’ve already re-written (?and filmed hem) the last few episodes & I seriously doubt they will do it again.
One more thing…..Has anyone in ever thought about a second chapter movie on any of the previous movies we all loved ? I know I would have loved to have seen what happened if you took the movie to another chapter….Does anyone else feel this way,?
Great idea!
I have always said this. Some of the movies you think what happens next!
Like the Tyler hynes movies. Some of the series could go farther.
I have watched Hallmark for years . I love the shows, Murder She Wrote, Christmas shows, no nudity, no bad language. I love the diversity but NOT the gay shows. Sorry, I worked for years and watching Hallmark after putting the kids to bed was relaxing. What the Hallmark Brand did to Lori Louchlin was awful.
Lori Loughlin lied to, paid a fortune to and bribed a college to help her girls get in over other more qualified girls. I’m confused about what you think was awful??
And did jail time!!! She is a felon but I guess that’s better than being gay-I think not!!!!!
I love the Hallmark channels and am happy with the streaming service, but.
There always is one if one takes the time to comment. Shows like The Wedding Veil and The Groomsmen, as well as Mystery Island have become favorites for the very reason that they continue to tell the story. Having said that, please do not abandon the Mystery Channel. I believe that it is truly the best part of Hallmark Media.
I totally agree!
I’m sad to read the comments about not wanting children to see gay couples in Hallmark films. How can witnessing people loving one another, especially at the Hallmark level of demonstration, possibly harm them? My children, grandchildren and great-grands are very close to my sister and her partner, my sister-in-law. Witnessing the love they’ve had for one another, and experiencing the love they’ve both given across the generations, has been a blessing for all of the children. Hallmark, please continue and expand your commitment to “diverse storytelling that you can bring to the table.” Thank you, and blessings.
Terry,
You are so right on. The sad fact is those against seeing gay couples in love goes against what they consider the only right way. The world is made up of millions of LBGT people and couples and they deserve to been seen as much as any other couple. They would wish for us to disappear but fortunately we will not cower to bigotry. I have been married to my husband for 33 years. We could be a great example to many straight couples who are in the third, fourth marriage.
Agree 100%. Love, love, love your comment!❤️❤️❤️
I agree that women kissing women and men kissing men shouldn’t be on Hallmark which I believe to be watched as a family. Parents shouldn’t have to be careful about what their children watch on the Hallmark channel or any part of Hallmark. I love watching movies and shows on Hallmark channel and Hallmark mystery. It’s really the only thing worth watching now on television or on the internet.
I love the diversity, that’s the real world. I don’t like the sitcoms that are shown day after day, rerun after rerun. I can watch sitcoms on other channels that are free. What I’d like to see is movies, and mysteries. 24/7….not 2 movies then sitcoms/reruns of old shows. A dedicated Christmas channel would be nice. Again 24/7.
As a huge fan of Hallmark channel and even bigger Hallmark mystery fan, I’m thrilled to see Michelle return. Hopefully we can bring back Mystery 101. At the Hallmark Christmas event in KC hundreds of fans agreed on one thing. Bring back Mystery 101 and more Hannah Swenson Mysteries. And, please give us more Victor Webster movies. He’s loved by millions of fans!! Can’t wait to see what this new year C and new change brings!!
I loved Mystery 101 and it ended on a cliff hanger with no resolution for its fans. I wish they would bring it back.
Kristoffer and Jill had great chemistry.
Wow! I don’t fully understand why people want Hallmark to not show any of the diversified movies. That is the true world that we live in. we are a diverse country, with many different cultures and religions. As people have said you don’t have to watch those particular movies or could watch GAF, which is why they spun off into their own different network. They manly cater to Christian families that are very strict in their beliefs. Even within Christianity there are many different denominations and beliefs. I personally really enjoy how Hallmark portrays the diversity. There are some movies that are a little too religious for me but i then don’t record them. I would not expect Hallmark to not show or make them. With a population of around 342 million people and don’t understand why we can’t just except people’s differences.
I’m a Hallmark fan and will always be. Yes, as many here have said, America is a diversified country. Yes, the picture of our country has changed but WE are ALL part of what is America and the people in it!!! Many here have talked about FAMILY and what matters to them. But families are diversified aren’t they? Hallmark is a FAMILY station and it includes all aspects of family and America. Thanks Hallmark.
After my hubby passed five years ago I was comforted by the wonderful movies on the Hallmark channel. I am a handicapped senior, with limited income so I can’t afford the + channel so I really dislike the fact that on so many days I only have a choice of 2-4 movies to watch. The rest of the time is filled with the same old, old repeated reruns. How many times can a viewer watch the same shows over and over?? I’m not very happy with your channel now. Just because some of us don’t have the extra money for (+), I feel like we are being thrown aside at this time of our lives when we really need Hallmark.
I love the Hallmark channel and I love having the Hallmark Drama channel, mystery and so on. What’s stopping them from creating a Hallmark LGBTQ channel?
I am Southern Baptist and a pastor’s wife. I believe the Bible cover to cover. I don’t pick and choose whether or not to believe it. I could quote several scriptures that are clearly against the diversity that many of the commenters here are espousing. When the Hallmark channel was created in 2001, it was billed as a family friendly channel. Family friendly meant values that are frowned upon, nowadays. But the Bible hasn’t changed and neither have the scriptures condemning the homosexual and gay agendas. And believe it, there IS an agenda. So, when I say that I am sad about the direction Hallmark is going, it is from a biblical standpoint. I can’t/WON’T set aside my beliefs. For this reason, if I begin a program that doesn’t make clear in the synopsis that there are same sex storylines and the story goes that direction, I will turn it off. That is true for ANY channel and ANY program. If Hallmark makes more agenda movies and less and less Biblically sound programs, I will stop watching. I’m only one person, but if others who believe as I do will stop watching, possibly we can make a difference.