Hallmark Channel
How do you download it to a 3rd generation Apple TV? Sounds silly but I don't see the App Store icon.
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Correct. The App Store isn’t available on Apple TV (3rd generation or earlier). Therefore you can’t download any new apps to Apple TV (3rd generation).
However, you should be able to use AirPlay to stream from an iOS device to the Apple TV.
Hallmark Channel Everywhere on the App Store (if Hallmark is already in your pay TV package).
Hallmark Movies Now on the App Store (independent subscription service)