Hallmark made a lot of big changes last year, becoming more LGBTQ+ inclusive, tying into more cultures with its romances and even experimenting with genre. Amidst this, a sort of culture war was spawned between the longtime cabler and its brand-spanking new rival network GAF (formerly GAC Family), which touted itself as leaning toward more conservative viewpoints. (Including, as Candace Cameron Bure famously said, keeping “traditional marriage at the core.”) Recently, Hallmark’s head honcho Lisa Hamilton Daly talked about the perceived rivalry and what’s really going on between the two networks.
Upcoming Hallmark movies have made a conscious effort to pivot and expand the breadth and diversity of the programming at the network. At the same time, GAF has poached a lot of its stars, with Danica McKeller, Jen Lilly and more all hopping to the new network. The new conservative cabler even signed on Candace Cameron Bure to lead the network's holiday programming block – much like she used to on Hallmark in years past.
