|Alma mater||California State University, Northridge|
|Occupation||EVP, Programming and Network Publicity at Crown Media Family Networks|
|Awards||Cablefax Most Powerful Women (2012–2017)|
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 to 2017, 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 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.
Vicary has developed programming strategy for Hallmark Movies & Mysteries through rapid growth in television. Under her leadership, the network launched popular franchises including Garage Sale Mysteries with Lori Loughlin, Aurora Teagarden Mysteries with Candace Cameron Bure, and Murder, She Baked with Alison Sweeney.
Early life and career
Vicary attended California State University, Northridge, where she received a bachelor's degree in radio, television and film. She began her career as manager of scheduling and on-air promotion for MGM Television, and managed the monthly network schedule, series planning, and on-air promotions. Vicary transitioned to vice president of marketing for Evening Star Music Group, leading the launch of the label and marketing and distribution arms for its artists, before leaving for Hallmark.
- "Michelle Vicary". Crown Media Family Networks Press Room.
- "MCNWW 2012: 'Wonder Women' Class of 2012 Named by 'Multichannel News'". Multichannel News. December 19, 2011. Retrieved September 19, 2020.
- "Most Powerful Women 2012". Cablefax.
- "Most Powerful Women 2013". Cablefax.
- "Most Powerful Women 2014". Cablefax.
- "Most Powerful Women 2015". Cablefax.
- "Most Powerful Women in Cable 2016". Cablefax.
- "Most Powerful Women in Cable 2017". Cablefax.
- "Program Awards 2015". Cablefax.
- "Cablefax 100 2016". Cablefax.
- Villarreal, Yvonne (November 24, 2015). "For cable networks, holiday movies are the gift that keeps on giving". Los Angeles Times. ISSN 0458-3035.
- Eng, Dinah (November 27, 2015). "Meet the Woman Behind Hallmark's Christmas Movie Juggernaut". Fortune.
- Berk, Dr. Nancy (December 16, 2014). "Christmas Comes Early for Hallmark Channel". Parade.
- Leahey, Lynn (February 11, 2016). "Every Day's a Holiday at Hallmark". Cynopsis Media.
- Bierly, Mandi (December 20, 2014). "Best of 2014: Inside Hallmark's holiday TV movie factory". Entertainment Weekly.
- Littleton, Cynthia (March 16, 2015). "Hallmark Channels Launch Production Arm to Fund TV Movies, Series". Variety.
- Stanhope, Kate (August 8, 2016). "Hallmark Channel at 15: Network Chiefs on Mariah Carey, Martha Stewart and Biggest Misconceptions". The Hollywood Reporter.