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It’s beginning to look a lot like Christmas on the Hallmark Channel.

Halloween is still a few days away, but the Hallmark Channel will begin airing holiday-themed movies Friday.

On Halloween day, the network will broadcast a full slate of Christmas programming.

Holiday romance movies have been one of the keys to the channel’s success.

In addition to a lineup for 36 new Christmas movies this year, the Hallmark Channel is also launching a “Countdown to Christmas”-themed SiriusXM radio. It goes live Nov. 1.