As it does in department stores and on radio stations, Christmas comes early on TV. Holiday-themed programming attracts increased viewership, inspiring an astounding array of choices. And networks continue to expand their programming, igniting a mistletoe-trimmed arms race across cable, while the Big Three sticks to classics and musical events.

The Hallmark Channel is that neighbor who puts up his Christmas lights while the rest of the neighborhood is trick or treating. Hallmark’s Countdown to Christmas began on Halloween, unveiling its twelve new movies of Christmas. ABC Family launched its Countdown to 25 Days of Christmas on Nov. 23. And Lifetime is putting much of its marketing firepower behind Grumpy the (adorable) cat, voiced by Aubrey Plaza.

Up is Upward Bound

Upstart cable net UP’s holiday TV commitment is equally impressive. According to Lori Hall, UP TV’s VP of marketing, “Christmas is a part of our DNA [because we’re dedicated] to uplifting entertainment and positively affecting people’s lives.”

Last year, UP established themselves “as America’s Christmas channel” with 40 days and 400 hours of programming. This year UP went bigger with “Everything You Love About Christmas,” featuring four original films, 50 days and 500 hours of content running through New Year’s Eve.

UP TV has forged several partnerships to form a “robust marketing push behind our programming.” That includes the Salvation Army, featured in Paper Angels, the American Family Association, and national Christian radio station K-LOVE. UP runs several charitable campaigns, including Top Secret Santa. Working with non-profits for their social initiative “Uplift Someone,” UP surprises families and “gives them the Christmas they weren’t able to have for themselves, [encouraging everyone] to do small acts of kindness.”

UP’s holiday hashtag is #ChristmasMovies because “we wanted to be broad enough to be a part of the conversation that people are already having versus coming up with something that was very specific to us. Everyone loves Christmas, we love Christmas, we just want to be part of all the fuss.”

UP TV is certainly stirring up a fuss, as ratings last year were up 40% over 2012, and they expect similar or better numbers this year.

Ion’s Wrapped Up in the Holidays

Four years ago, ION Television adapted its “Positively Entertaining” brand to make Christmas programming a staple, starting the “Get Wrapped Up In The Holidays” tradition as a cousin to its on-air slogan, “get caught up in our programming.”

With five original films including Dean Cain’s Merry Ex-Mas, Chris Addeo, ION’s head of corporate marketing, reports the network has “invested in more programming this year to show our commitment to bring our viewers original programming.”

In 2013, ION saw its ratings increase 8% over the prior year and hopes to improve upon that this year. ION is again working with Dean Cain and the Coalition for the Homeless to host a social event in New York on December 2, where ION will hand out sandwich wraps to homeless New Yorkers (#IONGetWrappedUp). ION also is giving fans a chance to win a $1,500 gift card through their online “Scratch & Match Holiday Sweepstakes.”

Lifetime Ascending

Lifetime is another ascendant holiday network, armed with this year’s not-so secret weapon: Grumpy Cat. Lifetime has devised a diverse and comprehensive interactive social media campaign to make the crabby kitty the face of holiday programming.

“We’ve upped our game even more with the talent that we have,” says Valerie Albanese, SVP, Lifetime Brand Creative. The network’s five new original movies include Melissa Joan Hart’s The Santa Con. In 2013, Lifetime’s movies posted about a 30% jump compared to 2012.

ABC Family Counting the Days

ABC Family’s “Countdown to 25 Days of Christmas,” debuted November 23, a preamble to the net’s flagship “25 Days of Christmas” programming. The movie marathon event, beginning December 1, features a slew of holiday favorites. In addition, many of ABC Family’s shows have Christmas-themed episodes, including Pretty Little Liars’ December 9 winter premiere (below).

The network also was behind Pop Up Santa, the countrywide giveaway stunt.

Broadcast Nets Turn to Live TV

While there are exceptions, broadcast TV relies on the same formula every year: a combination of classics, concerts and specials.

CBS and NBC kick off the holiday with their annual Thanksgiving Day Parades, but each network has its own time-honored property or two: ABC with Charlie Brown and Toy Story That Time Forgot, CBS with Rankin/Bass’ Rudolph and Frosty the Snowman and NBC with It’s a Wonderful Life.

On the musical side, ABC hosts CMA Country Christmas, while CBS kicks off Grammy season with A Very Grammy Christmas and NBC continues to reinvent the live musical with Peter Pan Live! NBC won’t stop there either, offering Michael Buble’s Christmas in New York, One Direction: The TV Special and Elf: Buddy’s Musical Christmas, starring Jim Parsons. TBS merges cable and broadcast strategies with its annual Christmas day marathon of A Christmas Story.

Broadcast networks consider the holidays time to program event TV, whereas the whole season becomes an event on cable.

“Viewers can’t get enough Christmas programming,” says Hall. Christmas is cool and Bill Murray’s holiday cheer proves it. But if you’re more of a Grinch (airing Christmas Day on ABC), exalt in another trend: counter-programming, with Encore’s Christmas Eve Chuck Norris marathon. It truly is a wonderful life.

Cube image courtesy of ABC Family.

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