While Hallmark Channel is leaning toward more inclusive stories, Candace Cameron Beaver and The Great American Family are apparently doing the opposite. In a new interview with The Wall Street Journal, Beaver, who left Hallmark earlier this year to join former CEO Bill Abbott at the new company, opened up about his new role as chief creative officer.
“My heart wants to tell stories that have more meaning and purpose and depth behind them,” she said of making the change. “I knew the people behind The Great American Family were Christians who loved the Lord and wanted to promote faith programming and good family entertainment.”
Not only is Bure a star in her own choice of films, but she’s also producing cult titles under the banner “Candace Cameron Bure Presents.” Still, the move has come with considerable controversy, with him telling the WSJ that Hallmark is “fundamentally a completely different network than when I started because of the leadership change.” (The network, in turn, commented, “We want all viewers to see themselves in our programming and all are welcome.”)
While Hallmark is making a strong push for more LGBTQ+ stories — their first original holiday film next month focuses on the debut of a same-sex couple — that’s not happening in The Great American Family, Burr said.
“I think the great American family will keep traditional marriage as the core,” he said. Abbott added, “It’s definitely the year 2022, so we’re aware of the trends. There’s no whiteboard that says, ‘Yes, this’ or ‘No, we’ll never get here.’
In September, talk to Abbott and Burr A variety of varieties About plans to expand the network. When asked about adding more diverse stories, Abbott explained, “Sometimes we haven’t thought of the people who are really good at those stories and so we have to find them … to grow this business.” In, it’s a lot more than I ever thought. I knew it was going to be hard, but not that hard. And so, we’ll get there, but it’s not overnight.
He also said that “with time” there may be opportunities to celebrate other faiths, rather than Christianity and Christmas. “We don’t have the luxury of having 30 people in development to meet with a lot of different people. We can take as many things as we can, but time is limited during the day,” he added
“I think we know the core audience and what they like is how Bill originally built the Hallmark Channel,” Burr said. “It was Christmas and those traditional holidays, so that’s what’s going to focus. You have to start somewhere. You can’t do everything at once.”