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Wearing a Santa suit and a reindeer costume, Hallmark Channel executives braved Winter Storm "Toby" Wednesday night to make their upfront announcements live on Facebook from New York's Central Park.

It surely wasn't the glitzy presentation at the Rainbow Room that parent company Crown Media had planned and paid for. But there might not be a better backdrop for the network, best known for its romantic holiday movies, than Central Park blanketed in snow.

Crown Media President and CEO Bill Abbott and ad sales chief Ed Georger were joined by network stars Candace Cameron Bure and Danica McKellar for a short Facebook live event at 6:30 p.m. ET.

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