Just in time for holiday movie binge season, Peacock has cut a deal with Hallmark Media that calls for the NBCUniversal streamer to carry some live linear programming as well as on-demand options for Hallmark’s signature movies.

The deal reflects Peacock’s efforts to broaden its scope under the new regime led by president Kelly Campbell.

“As we continue to make Peacock a premium streaming destination, Hallmark is exactly the type of brand we want to align with,” said Campbell, who is also president of direct-to-consumer for NBCUniversal. “Through this groundbreaking partnership, we’re giving Hallmark viewers a unique viewing experience while continuing to grow our audience, boosting engagement across both brands.”

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