Michelle Vicary
| Michelle Vicary | |
|---|---|
| Residence | Los Angeles |
| Alma mater | California State University, Northridge |
| Occupation | EVP, Programming and Network Publicity at Crown Media Family Networks |
| Awards | Cablefax Most Powerful Women (2012–2015) |
Michelle Vicary is the executive vice president of programming and network publicity for Crown Media Family Networks, the parent of Hallmark Channel and Hallmark Movies & Mysteries. Vicary reports to President and CEO Bill Abbott at the company’s Studio City office. She oversees all production and original programming, and supervises acquisitions, scheduling, and promotional strategy for both Hallmark networks.
Vicary was honored as one of Multichannel News' Wonder Women, class of 2012, one of Cablefax’s Most Powerful Women from 2012–2015, inducted into the Cablefax Program Hall of Fame in 2015, and featured in the Cablefax 100 list as a part of “Crown’s Dream Team” in 2016.
Vicary joined Hallmark Channel since its inception, serving as manager of programming and promo scheduling, and then president of program scheduling and administration. In that capacity, she oversaw the network’s schedule, stunts, and quarterly strategies. Later, as senior vice president of acquisitions and scheduling, Vicary negotiated all acquisition deals, managed inventory needs, and increased the effectiveness of the network's programming. Most recently, Vicary was promoted to executive vice president of programming and network publicity.
In 2010, Vicary helped launch Hallmark Channel's first Countdown to Christmas, and has expanded the series in response to viewer demand. Vicary explained the series' target audience is women, and ratings have grown with women ages 25 to 54, eventually becoming the #1 network for this demographic. Over the past few years, Vicary expanded expanded the program to include romantic comedies, dramedies, and other dramatic seasonal programming. In 2016, Vicary’s team created 21 original movies across Hallmark Channel and Hallmark Movies & Mysteries. She explained that its success can be seen in the ratings, running from the day after Halloween through New Year’s Day.
Vicary has been a pivotal part of the network's entry into original primetime scripted series, including When Calls the Heart, Good Witch, and Chesapeake Shores. Vicary also oversaw the launch of Home & Family, hosted by Mark Steines and Debbie Matenopolous, and expanded content with the annual Kitten Bowl and Hero Dog Awards. She oversaw the launch of Crown Media Productions in 2015, to fund original television movies and series. Vicary explained that Hallmark evolved to focus on original programming and the positive attributes of its brand.
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