here’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

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Over 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.”

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The 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’

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Abbott 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.