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Hallmark+, which arrives in September, will include free greeting cards and a “Hallmark Hunk” competition show.

Streaming has decimated the audience for entertainment-focused cable networks, with one major exception: the Hallmark Channel.

Hallmark’s viewers tend to be older and ultraloyal. And the family-owned company has kept viewership high for the gingerbread-scented programming on its traditional channel by largely staying out of the streaming business.

But even one of the most old-fashioned corners of Hollywood must evolve.

On Thursday, Hallmark said it would introduce a stand-alone streaming service. It will be called Hallmark+ and arrive in September for $8 a month. As part of the push, Hallmark is expanding into holiday-themed mini-series and reality competition shows, including one called “Finding Mr. Christmas.” (In a racy episode, at least by Hallmark standards, the “Hallmark Hunks” strip off their Christmas sweaters, albeit briefly.)

Hallmark + subscribers will have on-demand access to old content; almost 300 Hallmark Christmas films

Keep reading this article on The New York Times Business.

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