Hallmark Media says it will soon debut a new streaming service, called Hallmark Plus, that will offer access to its original series and films for $8 per month. 

The streaming service will be the first point of distribution for a slate of new Christmas-themed miniseries and reality shows. Around 300 Hallmark films will also be made available through the service, and a subscription will earn customers coupons for Hallmark Gold Crown stores that unlock $5 discounts, free greeting cards and other perks.

“This is a seminal moment for us,” Mike Perry, Hallmark’s CEO, told the New York Times in an interview. “We continue to be committed to linear cable, which is going to be a good business for us for a long time. But there is an enormous opportunity in streaming, in part because of the strength of our brand and the unique way we are combining Hallmark Plus with membership rewards — connecting our business segments in ways they haven’t recently been.”

Hallmark is one of the few media companies that has avoided a direct-to-consumer streaming service, choosing instead to distribute its three linear channels over cable, satellite and some budget-conscious streaming services like Philo and Frndly TV. Two years ago, it made a pact with Comcast’s NBC Universal to debut live feeds of its cable channels through Peacock, one of the first such arrangements involving a video on-demand streaming service.

But with cable and satellite subscriptions declining, Hallmark feels the time is right to bring its content to a new platform in a new way.

“With what’s happening within the industry, it’s not prudent to just think we’ll be O.K. on linear cable,” Perry said.