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Crown Media revamps programming department as production expands, diversifies

Crown Media Family Networks has overhauled its programming department with a series of key promotions and the hiring of a new senior executive as it looks to expand its content output across channels and forms.

Ramping up original production continues to be a key focus for the operator of Hallmark Channel (US); Hallmark Movies & Mysteries (US); the recently launched Hallmark Drama network; and rebranded subscription video-on-demand subscription service, Hallmark Movies Now. Its original movie roster grow from 75 in 2016 to 85 last year and is scheduled to hit 90 in 2018, said Michelle Vicary, executive vice president of programming and network publicity for Crown Media Family Networks. This year's planned original movies include 22 holiday films on Hallmark Channel and a dozen on Hallmark Mysteries & Movies. Meanwhile, flagship Hallmark Channel's original series "When Calls the Heart" is airing its fifth season, while "Chesapeake Shores" and "The Good Witch," have been renewed for their third and fourth campaigns, respectively.

The network also entered the reality programming fray in February, with "Meet The Peetes." The show — featuring actress Holly and her husband Rodney, a former NFL quarterback and focusing on their family, including their autistic son, and their various philanthropic efforts — has garnered 2.56 million unduplicated viewers for its three episodes, according to live + 3 data from Nielsen Holdings and 3.42 million when a pair of Friday encores are added to the mix.

Another area of growth has been specials: 20 are on the books for 2018, including those centered around pets and adoption initiatives like "Kitten Bowl" and the "2018 American Rescue Dog Show." There are also various previews, setting the stage for seasonal programming, like "Countdown to Christmas," "Countdown to Winter Fest" and "Countdown to Valentine's Day."

The promotions include Angela Polk, now vice president of original development and specials, who formerly served as a director of development. Former managers Heather Overton and Jennifer Phillips are now directors of development, scripted programming. Former director Jessica Callahan was named manager of development. Jennifer Kramer transitioned from manager to director of development, unscripted programming. Penny Perry was elevated from vice president of casting to senior vice president of casting.

Crown also hired industry veteran James Holcomb as vice president, physical production, a new position at the company.

All of these executives report to senior vice president of programming and development Randy Pope.

"Our content offerings have grown by leaps and bounds over the last few years. The changes in the department are reflective of the increase, the diversification and the quality of our productions," said Vicary in an interview. She said the company's expanded output stemmed from the success of its holiday seasonal lineup, which helped Hallmark Channel secure a slew of ratings records in the fourth quarter of 2017 and push Hallmark Movies & Mysteries into a top 10 network with key women demos.

The newly hired Holcomb, whose resume includes a stint as COO of the Documentary Channel, has spent most of his career as a freelance entertainment executive and producer, specializing in production management for features and TV, including "Three Seconds," "International Ghost Hunters" and "The Belko Experiment."

Vicary said the company is committed to shooting more of its telefilms on location, like it did with "The Beach House," the latest edition of the "Hallmark Hall of Fame" that will air on Hallmark Channel in April, meaning Holcomb will often be on the road. Adapted from Mary Alice Monroe’s bestselling novel series, "The Beach House," stars Minka Kelly as a daughter who returns home and with her mother (Andie MacDowell) saves hundreds of sea turtles from destruction.

"It was a southern-based show, so it added character, authenticity and the right feel to the production to shoot it in Georgia," said Vicary.

Upcoming projects in development call for international filming in Johannesburg, South Africa and Ireland, as well as domestic locations in Louisiana and Utah.

"We're looking for other areas in the U.S. and Canada to open up the story-telling we're working on," Vicary said.

With Holcomb working on budgets and location, tasks that previously were handled by development executives on the project, Vicary said it will "help free our executives to produce more quality content."

Crown Media is not yet producing original content for Hallmark Drama and SVOD service Hallmark Movies Now, which has registered a 103% increase in paying subs since it transitioned from previous platform Feeln in October 2017. But fresh content is in the game plan: "We could have something on that soon," Vicary said.

Crown Media will hold its upfront presentation for advertisers in Manhattan on March 22.