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Lifetime Television hopes that its new slate of original programming that includes unscripted series, improvisational comedy and drama will reach a new generation of women, Mediaweek writes.
Yesterday, at the network’s New York upfront presentation, Lifetime president of entertainment Susanne Daniels said, “our goal is to program to our loyal audience [women 18-49], but also bring in new and younger viewers as well.”
Lifetime original programming includes Election, a reality series, debuting this fall, that has political operatives James Carville and Mary Matalin consult on opposing campaigns for student body presidents of Washington, D.C., high schools. Also, Lovespring, premiering in June, features improv veterans set in a California matchmaking agency. Three new movies are also in the mix.
Lifetime announced in early March that it was slowly phasing out the phrase “TV for women,” not because it would no longer be targeting women but because women are saying, “Don’t tell me you’re television for women. I’ll be the judge of that.”
Lifetime’s sister channel Lifetime Movie Network will also offer original programming. LMN’s new broadband platform, LMN.tv, will feature new episodes of Soccer Mom Mysteries and a new gaming section.
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