海角大神

Darren Triplow has an unusual occupation. He flies helicopters in Rwanda to help conservationists watch for poachers illegally hunting black rhinos. To unwind when he鈥檚 at his home base in Washington, D.C., he鈥檒l sometimes settle in front of the television. But it鈥檚 not the weekend game that he turns on. It鈥檚 the Hallmark Channel.聽聽

鈥淚 like the content. The shows are family-friendly 鈥� it鈥檚 not riddled with violence like you see in a lot of shows on these days. And there鈥檚 usually always a happy ending to it,鈥� says Mr. Triplow, who has been a fan of Hallmark鈥檚 programming for the past couple of years and likes to watch with his wife and two children. 鈥淚t鈥檚 just easy to watch and it鈥檚 relaxing, which is kinda hard to find on TV these days.鈥�

And Triplow is not that unique in his TV-watching habits. In 2016, Hallmark saw a 10 percent increase in total viewership and a 26 percent increase among viewers 18-49. During the 2016 election week, it ranked No. 4 among primetime cable networks 鈥� even ranking above MSNBC.

Television has long served as a form of escape. For many viewers, with its 24/7 feed of TV miniseries and movies full of white picket fences and wholesome family values, the Hallmark Channel has become a growing safe haven for those weary of the violence, conflict, and uncertainty churned out by both news broadcasts and apocalyptic-themed TV dramas.聽

Shows like "The Walking Dead" and the happy content from Hallmark are like two sides of the same coin,聽says Wheeler Winston Dixon, Ryan professor of film studies at University of Nebraska 鈥� Lincoln. Both offer appealing counter-realities.

鈥淪ome people feel that a return to the past is possible, that we can get through this. Other people feel that apocalyptic times will solve all their problems by just erasing everything,鈥� says Professor Dixon.

Younger generations may be drawn by the fact that on the Hallmark Channel, homeownership, solid careers, and relationships are easy to come by.

Amy Jamison, a college professor in Michigan and a longtime viewer, appreciates Hallmark鈥檚 guaranteed happy ending that offers her a chance to decompress after a long day.

鈥淎s soon as I get home 鈥� I just want to settle in for a good movie,鈥� she says, adding that 聽鈥渢he predictable, happy ending is something that鈥檚 comforting, especially when you鈥檝e got a lot going on."

Of course, Professor Jamison admits Hallmark may not be for everyone. "I don鈥檛 hide the fact that I watch it, but sometimes I鈥檓 a bit hesitant because it鈥檚 not everybody鈥檚 cup of tea,鈥� she says.

The popularity of Hallmark movies are following a familiar聽cyclical pop culture pattern, notes Cathy Perron, an associate professor in the film and television program at Boston University鈥檚 College of Communication. She points to similarities in the era of western movies. Westerns were considered quite violent for the time, and while they were wildly popular in the 1930s through the 1950s, they were soon followed by a counter-trend of family-oriented dramas, such as 鈥淚 Love Lucy鈥� and 鈥淟eave it to Beaver."聽

鈥淸H]istorically, when there have been some difficult times, many viewers tend to migrate toward content that represents 鈥� a more gentle time,鈥� Professor Perron says. 鈥淚f you look at what the television networks ... have for new programs, they鈥檙e all very much either crime or war-centric. And when they introduce something like 鈥楾his is Us鈥� or 鈥楳odern Family鈥� 鈥� people gravitate toward that鈥�.鈥�

Just like the family dramas of the 1950s, the Hallmark Channel and other feel-good shows like 鈥淭his is Us鈥� are bringing back the idea of TV content for all, where the whole family can watch and share in the experience, says Perron.

Austin Romo, a recent college graduate and flight attendant, says he most enjoys watching Hallmark movies with his grandmother and siblings. 鈥淪he gets enjoyment and pleasure from spending time with her grandkids 鈥� and we all share a love for and enjoyment of watching the shows with her,鈥� he says, adding that while he didn鈥檛 initially expect to like the saccharine predictability of Hallmark scripts, he has grown to appreciate its stories.

While many may roll their eyes at the mention of Hallmark, wait a beat and people may just admit that Hallmark is exactly what they need.

鈥淚t鈥檚 not so much burying your head in the sand, it鈥檚 just taking a break from what is assaulting you on a daily basis,鈥� Perron says.

For Tanja Moneyhun, a pet groomer from Alton, Ill., and a dedicated Christmastime Hallmark viewer, the intensity of the news overwhelms her and she looks forward to Christmas, when she can take a break with the warm, calm content. 鈥淚t鈥檚 almost like a hug,鈥� she says.

Hallmark is also attempting to keep viewers hooked over multiple installments by recently introducing miniseries such as 鈥淲hen Calls the Heart" and "Cedar Cove." To meet the increased demand, Hallmark has announced 33 new Christmas movies and launched a new network, Hallmark Drama, this past October, to join the Hallmark Channel and Hallmark Movies & Mysteries. But don鈥檛 expect any hard-hitting topics. The channel will likely stay true to its brand.

鈥淗allmark is zigging when everyone else is zagging,鈥� says Perron.