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GAC’s Abundant Ado About Christmas. Photo: GAC Family

The holidays are (almost) actuality — and so is the anytime added aggressive war for Christmas cine viewers. Hallmark Access and Lifetime, the ascendant champs of the season, are as arranged as anytime with aboriginal anniversary films. Over in streaming, Netflix is abacus added all-embracing acidity to its accepted arranged slate of Yuletide offerings, while ad-supported players such as IMDb TV, Peacock, Roku Channel, and Tubi accept jumped into the amplitude with first-run movies of their own.

And again there’s the analytical case of GAC Family, a new cable arrangement that has the abetment of an broker accumulation with ties to aloft admiral Donald Trump, and that appears to be accession itself as a destination for admirers who anticipate Hallmark anniversary movies are too edgy.

The access is the abstraction of Bill Abbott, a admired TV-industry adept best accepted for his role in allowance about-face Hallmark into one of cable’s best able and acknowledged brands. While Hallmark’s ratings and banking success during his administration are undeniable, Abbott’s go-slow access to diversifying the network’s acutely boilerplate programming — at a time back best added platforms were accusation to aggrandize admittance efforts — generally fabricated Hallmark the accountable of afflicted criticism, alike amid admirers of the channel. (See also: Bachelor Nation.) Things came to a arch in December 2019 when, beneath Abbott’s watch, Hallmark Access pulled announcement that included a lesbian couple, cogent the sponsor that an ad assuming women in adulation with anniversary added had run afield of a action adjoin “controversial” content. The abstraction that in the additional decade of the 21st aeon actuality gay able as “controversial” prompted a massive backlash, and Hallmark Channel’s owner, Crown Media Networks, bound rebuked the accomplishments and reinstated the ad. Abbott larboard Hallmark the abutting month.

After befitting a low accessible contour (and no agnosticism cat-and-mouse for the communicable to ease), Abbott re-emerged beforehand this year back he teamed with advance close Hicks Disinterestedness Ally and others to buy two babyish cable channels, Abundant American Country and the horse-centric Ride TV. Operating beneath the banderole of GAC Media, the networks accept been renamed GAC Ancestors and GAC Living, with the aloft actuality positioned as basically Hallmark Access 2.0: family-friendly fare, lots of focus on holidays, and this year, a dozen Christmas movies, of which 11— or about 92 percent — circumduct about advance characters who are white (though there is added assortment amid acknowledging characters).

Normally, there wouldn’t be annihilation that abnormal about Abbott’s actions. TV advisers leave — or get pushed out — all the time and again set about addition out how to get animus on their aloft bosses. Usually this takes the anatomy of jumping to a battling arrangement and alive to beat the old place. (TV amount Fred Silverman was acclaimed for this, leaping from CBS to ABC to NBC aural the amplitude of a decade.) Accustomed Abbott larboard Hallmark on beneath than ideal terms, who can accusation him for absent to see if he can abduct abroad some of the admirers he accomplished for so long?

But alike afore GAC Media was an absolute thing, there were some red flags. Aloof a few weeks afterwards Trump was defeated at the polls, New York Times media columnist Ben Smith appear that Hicks Disinterestedness Ally — which he declared as ”the ancestors business of a Republican National Committee co-chairman and acquaintance of Donald Trump Jr., Thomas Hicks Jr.” — was exploring a plan to acquirement GAC and Ride TV and about-face them into “a family-friendly programming destination of ample address based on acceptable values.”

Over the summer, that’s ambrosial abundant what happened. Abbott, backed in allotment by Hicks Equity, took ascendancy of the two channels in June. By September, the networks had been relaunched as GAC Ancestors and GAC Living, with Abbott actualization affairs for “Great American Christmas,” a actual Hallmark-esque authorization of Christmas movies. On its website, GAC Media appear that the company’s mission is to “celebrate abundant American traditions and advance in timeless, family-friendly ball that ceremoniousness Americana” with “content that captures American culture, lifestyle, and heritage.” And in a columnist release, Abbott said he hoped the networks would “deliver on the affiance of safe and absorbing storytelling.”

There’s annihilation atypical or alike ambiguous about a TV access ambrosial to bellicism or application America in its branding: GAC stood for Abundant American Country continued afore Abbott arrived, and one of the country’s oldest cable channels is alleged USA Network. But in a post-Trump country, added genitalia of the GAC messaging, such as the use of “American culture” and “heritage,” could be interpreted as aggravating to back-scratch favor with supporters of the MAGA movement — absolutely back the access application that accent is backed by a aloft Trump adherent and operated by a man who larboard Hallmark in the deathwatch of a altercation over gay bodies cogent love.

And some holiday-movie superfans accept bidding affair over absolutely that. In August, cine analyzer Alonso Duralde, co-host of the Deck the Hallmark podcast and columnist of the new book I’ll Be Home for Christmas Movies, alleged out the columnist absolution from GAC announcement the network’s launch. “Bill Abbott, the guy who kept Hallmark as white and beeline as accessible until he got canned by Crown Media, brings the dog whistles to his new gig,” he wrote on Twitter, apropos to the use of the chat “safe” and the byword “family-friendly” in the release. Added online personalities who address about the melancholia cine space, including bloggers Sleepy Kitty Paws and Quynh-Chi, accept bidding agnate worries. And Brett White of Decider afresh alleged absorption to the air of disbelief surrounding GAC, acquainted that some longtime Hallmark actors (including Paul Campbell and Emilie Ullerup) accept declared they won’t assignment for the new arrangement if they accept it is aboveboard adverse to assorted communities.

But here’s area things get tricky. While there may be affidavit to be apprehensive about GAC’s approaching affairs and goals, so far it is adamantine to altercate the arrangement is activity full-on MAGA the way a Newsmax or OANN accept done in the account space. There are no movies about woke mobs gluttonous out the babyish Jesus or tales about transgender atheists ambitious the abandoning of Christmas. And while all but one of the channel’s 12 movies this year circumduct about white, beeline characters, that by itself is not affirmation GAC won’t be added assorted in 2022, back it will accept had months — not weeks — to put calm a slate of movies.

Right now, what Abbott and GAC are best accusable of is opting adjoin boldness in favor of aggravating to carbon the Hallmark template: As anon as GAC was a go, the exec anon began hiring aloft Hallmark advisers and acid deals with Hallmark producers and onscreen talent. Many, if not all, of the movies on the channel’s slate appear from Motion Picture Corporation of America, Hollywood vet Brad Krevoy’s made-for-TV cine factory, which has pioneered and able the art of cost-efficient melancholia films. (It fabricated Netflix’s A Christmas Prince, too.) Debbie Matenopoulos and Cameron Mathison, ex-hosts of Hallmark’s Home & Ancestors allocution show, were recruited to band a appropriate previewing the new movies. And Abbott active an absolute four-movie accord with approved Hallmark cine brilliant Danica McKellar, while additionally acrimonious up a new division of Hallmark ball Back Hope Calls, which will activate with a Christmas appropriate abutting month. One of the bedfellow stars on that special? Hallmark regular/convicted felon Lori Loughlin, in her aboriginal big acting gig back accepting out of jail.

Still, it is account acquainted actuality that Abbott is aggravating to charm the Hallmark Access DNA at the exact aforementioned time Hallmark is boring and absolutely attractive to advance by actuality added assorted and inclusive, both in its programming and its exec suites. Abbott was replaced as admiral and CEO by Wonya Lucas, a Black woman. Aural her aboriginal year at the company, Lucas assassin a aloft aide (TV One exec Toni Judkins) to activate authoritative movies angry to Hallmark’s decades-old Mahogany casting of cards, and snagged Netflix exec Lisa Hamilton Daly — who developed the streamer’s Hallmark-y alternation Virgin River and Sweet Magnolias — to arch up programming. Daly, who abounding the aperture larboard by the May avenue of longtime exec Michelle Vicary, didn’t accept a adventitious to put her banner on the network’s 2021 cine lineup, but she has told interviewers a added across-the-board slate is a key priority, alike if there are no affairs to change the basal blueprint for Hallmark movie. “I wouldn’t devious too far abroad from what has been a approved and activated blueprint that has absolutely formed for Hallmark over the years,” Hamilton Daly told the Wrap.

Given how accessible Hallmark advisers accept been about their admiration to evolve, and how Abbott’s accomplishments accept larboard the consequence he wasn’t blessed with the clip of change at Hallmark (i.e., that it was too fast, not too slow), it doesn’t accept like a amplitude to admiration whether Abbott and his ally are acquisitive GAC will become a safe anchorage for admirers who don’t appetite to see movies featuring gay bodies in love, or too abounding bodies of color, or bodies who bless non-Christian holidays. You don’t accept to anticipate Abbott or anyone at GAC is homophobic or racist to additionally be afflicted that they ability see a business befalling in accouterment to association who aren’t captivated with Hallmark Access or Lifetime’s efforts to be added inclusive.

I capital to ask Abbott about these fears, as able-bodied as his all-embracing action for GAC and the apropos about the network’s banking backers. In this awful politicized era, it is accessible for bodies to accept the affliction of those who ability disagree with us, or to apprehend too abundant into things. Absent to be as cellophane as possible, I was aboveboard with a GAC Media agent about the apropos I (and others) had about the company’s efforts. Afterwards some consideration, a rep for Abbott said the exec would “pass” on a conversation, either on or off the record.

GAC Media did action some advice on a few issues, however.

➽ The aggregation appropriate Hicks Jr.’s role in GAC is actuality exaggerated, cogent me that while Hicks Disinterestedness Ally adapted up the accord for GAC Media to buy two networks, it is currently alone a boyhood broker in the company. It additionally says Hicks, Jr. has no advance pale in GAC Media or in Hicks Disinterestedness Partners.

➽ It dismisses the abstraction that there’s any advised or accidental bulletin actuality beatific by announcement its agreeable as “safe” or “family friendly,” arguing it is artlessly attractive to serve admirers who are annoyed of negativity on TV by alms programming with absolute letters that provides ball and escape.

➽ Back asked what kinds of movies GAC will — and will not — make, a GAC Media agent offered few specifics. “Quality is the primary focus for our movies,” he said. “As a five-month-old absolute network, we are not in the aggregate bold and are focused on high-quality ball that will drive viewership and casting awareness.”

➽ I followed up by absolutely allurement whether Abbott would be accessible to movies with non-heterosexual leads or area gays showed amore for anniversary other. A agent for Abbott and GAC Media beneath to accord an on the almanac acknowledgment to either question. The aggregation did say, however, that it would attending at scripts accustomed to it and accomplish those movies it believes accept the best potential. It additionally said it wants to accomplish belief about allusive relationships and that such relationships appear in abounding forms. While this acknowledgment anxiously avoids cardinal out movies about gay relationships, it additionally anxiously avoids a absolute account adage it would do so. In added words, a archetypal PR non-answer, or in political-speak, a non-denial denial.

➽ I additionally asked whether GAC would accomplish movies about non-Christian holidays, such as Chanukah or Kwanzaa. Again, it beneath an on the almanac statement, instead adage it would attending at account and scripts and adjudicator them based on their all-embracing quality, and after absorption to the anniversary actuality celebrated.

➽ Back asked about the actuality that the all-inclusive majority of GAC’s aboriginal dozen movies are primarily focused on white couples or characters, the aggregation such a description was ambiguous and didn’t accord abundant acclaim to the assortment of the abounding casting of the movies. But clashing the questions about acceptance and sexuality, GAC Media did go on the almanac to altercate its behavior on chase and gender. “GAC Media is absolutely committed to assortment and gender equity, on screen, abaft the camera and throughout our company’s workforce,” a aggregation agent said. “Our accepted programming slate appearance actors apery assorted backgrounds in arch and acknowledging roles, and we are creating a able activity of assorted aptitude for GAC Ancestors and GAC Living aboriginal content.” The aggregation additionally acclaimed its administration aggregation is about two-thirds female.

➽ I additionally wondered what aggressive Abbott and GAC Media to jump into the abundantly awash anniversary cine space, absolutely at a time back beeline TV is, to put it mildly, struggling. A aggregation agent didn’t action an explanation, instead adage only, “Not all Christmas movies are created equal, and at GAC we accept the administration aggregation and the aptitude in abode actuality who were active in architecture the better authorization in the anniversary genre.”

It’s acutely still actual aboriginal canicule for GAC Family. Strictly from a acumen point of view, it is absorbing Abbott has been able to do so abundant so quickly: GAC has new branding, a anniversary slate of first-run movies that would feel at home at any added cable arrangement or chargeless streamer, and will bendable barrage its aboriginal alternation (When Hope Calls: A Country Christmas, additionally airing on IMDb TV) abutting ages — all aural six months of demography command of the network. Not surprisingly, accustomed how little time there was to advance the rebrand, what GAC Ancestors does not accept is a cogent audience, absolutely one advertisers would appetite to reach.

Much Ado About Christmas, the network’s aboriginal original, generated aloof 156,000 admirers aural its aboriginal anniversary of broadcast, according to Nielsen abstracts provided to Buffering by appraisement website ShowbuzzDaily, while November 6’s The Abundant Christmas Switch had aloof 89,000 admirers aural three canicule of its debut. Worse, amid the older-skewing adults 25-54 admirers that a arrangement such as GAC acceptable targets, the films averaged aloof 20,000 viewers.  In fairness, these numbers are able-bodied aloft GAC Family’s prime-time boilerplate in aboriginal November with reruns of oldies such as Bewitched and I Dream of Jeannie, which cull in about 40,000 admirers anniversary night, about 11,000 of whom are in the key demo.

But it’s additionally basically a rounding absurdity for a Hallmark or Lifetime: This accomplished Saturday’s Hallmark premiere of My Christmas Ancestors Tree, for example, brought in 3.3 actor viewers, and that’s after any of the delayed examination included in the GAC figures. “They’re not a adversary appropriate now,” one longtime TV industry exec told me Wednesday back asked about GAC’s 2021 positioning. (This exec did not accept any affiliation to Hallmark Access or Crown Media, by the way.)

Given how boxy it is for all beeline cable and advertisement networks appropriate now aloof to get audiences to pay attention, Abbott faces a actual acclivous action to get audiences to analysis out his offerings. It doesn’t advice that GAC Family’s movies aren’t absolutely absolute to GAC Family. While the arrangement is the alone beeline access arena titles such as Abundant Ado About Christmas, Motion Picture Corporation of America accountant alive rights to the films to Peacock and IMDb TV, both of which are putting the movies online the aforementioned night they run on GAC. That could change in approaching years, of course, but for now it agency abounding adolescent admirers ability artlessly go the alive avenue rather than amount out area GAC is on their cable arrangement (although GAC, like Hallmark and Lifetime, is accessible on the bargain alive TV belvedere Frndly).

And yet admitting the aflutter ratings start, it would be a aberration to accept GAC Ancestors can’t badly abound amid now and abutting Christmas. The success of networks such as Lifetime, Bounce, UPtv, and others shows it is accessible to carve out a alcove in the anniversary mural after analogous Hallmark’s big numbers or alike demography abroad from the Hallmark audience. And while questions about GAC Family’s attitude on assortment ability avert a few better-known actors from signing up with the network, best are alive actors in chase of a paycheck who apparently won’t accord it a additional thought. Abbott could additionally annihilate abounding apropos association accept about GAC Ancestors by talking candidly about those worries, or artlessly authoritative movies that reflect the assorted carpeting of America.

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The holidays are already in abounding beat on Netflix, at atomic according to the streamer’s self-reported examination metrics. In the U.S., Mariah Carey’s 2017 activated special All I Appetite for Christmas Is You claimed the No. 7 atom on the streamer’s U.S top-ten account on Wednesday. Globally, new Christmas movie Love Hard has ranked as Netflix’s No. 2 blur in anniversary of the two weeks back its November 5 premiere, aftermost anniversary breeding added hours beheld (58.6 million) than any distinct alternation on the platform. And it’s a safe bet the third affiliate in the Vanessa Hudgens–led Princess Switch movie series, dropping today, will be assuming up on the streamer’s top-ten lists about immediately.

But while Netflix’s melancholia slate is arranged with stars and franchises, this year’s agenda of Yuletide offerings may be apparent for article else: a absolutely all-embracing bent. About bisected of the streamer’s 28 new anniversary titles —  13 — barrage from counties alfresco of the U.S, added than acceleration aftermost year’s account of bristles projects developed alfresco of Netflix’s Hollywood’s headquarters. The agenda includes a mix of films (A Naija Christmas, from Netflix Nigeria; David and the Elves from Poland), scripted alternation (France’s Christmas Flow; How to Ruin Christmas, from South Africa), and absoluteness shows (holiday editions of Canada’s Blown Away and The Abundant British Baking Show). And these new all-embracing titles are already arena able-bodied alfresco their home countries: The Claus Family, produced by Netflix’s Netherlands team, has been in the all-around top ten for non-English movies for two weeks running.

A aggregation cabal says there was no specific action to access up assembly of anniversary book alfresco the U.S. Instead, it’s artlessly the aftereffect of the streamer’s all-embracing accomplishment to aggrandize bounded assembly in the 90 countries area Netflix has subscribers. The aforementioned action that led to Squid Game becoming a massive hit with around aught ascribe from Los Angeles advisers is why this year’s “Here for the Holidays” calendar is arranged with shows from over there.

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