Hallmark Movie Channel Re-Branding

Hallmark Movie Channel is rebranding as Hallmark Movies & Mysteries, starting in the fourth quarter of 2014.

The network will also have a new logo and tagline, set to be unveiled in October.

"Movies and the lighter side of the mystery genre exemplify what Hallmark Movie Channel has always represented -- great, compelling stories that keep viewers engaged and wanting more," Crown Media Family Networks president and CEO Bill Abbott said in a statement. "Coming at time when the network features more fresh, original content than ever before, the re-imagination of the brand as Hallmark Movies & Mysteries is designed to more fully realize the network’s essence, while elevating its position as one of the most unique destinations on cable for viewers and advertisers, alike."

The network plans to feature more mystery films including its first-ever "Mystery Wheel" in 2015, which will feature a rotation of 3 distinct movie franchises, each consisting of 3 to 4 movies following the same primary characters and playing out over the course of several months. The first "Mystery Wheel" will launch with Garage Sale Mystery, a series of movies that will serve as a continuation of the storyline from the original 2013 Hallmark Channel movie of the same name, starring Lori Loughlin. The second movie franchise will be based on The Gourmet Detective series of books by Peter King. Dylan Neal will star in and executive produce those films.

Hallmark Movies & Mysteries will continue to feature original movies, off-network acquired series and presentations from the Hallmark Hall of Fame library.

Hallmark Movie Channel is currently in 53.5 million homes and rapidly growing.

Hilary Lewis