Lifetime launches on DStv and plans to have a lekker local flavour

Broadcast

Lifetime (DStv 131) has been launched on MultiChoice's DStv satellite pay-TV platform in South Africa and across Africa, upping the competition for female viewers and increasing the choices when it comes to drama, made-for-TV movies, scripted reality shows and factual entertainment programming..

The new channel from A+E Network UK will compete for DStv Premium bouquet viewers' attention along with channels like Discovery Networks International's TLC Entertainment and ID: Investigation Discovery, Universal Networks' E! Entertainment and even SABC3 undergoing a schedule and content revamp.

A+E Networks UK – a joint venture between A+E Networks and BskyB – already delivered the History and Crime+Investigation channels to DStv and the female focused channel now hopes to attract eyeballs to its mix of melodrama movies, spicy new reality shows like Dance Moms and Shahs of Sunset and well as dramas like Suits and Orphan Black.

A+E Networks UK plans on launching ad sales on Lifetime from October this year.

Lifetime will be investing in local reality television production in South Africa to beef up the channel's schedule from 2015, and is also looking to appoint local staff to help in the operational side of the channel as South Africa and the rest of the African continent’s pay-TV market continues to sizzle with rapid expansion driven by ongoing strong subscriber growth.

Lifetime launched on Tuesday evening at the same time as a media launch event for the channel took place at Shine Studios in Braamfontein.

"Our vision is to be the fastest-growing television portfolio in each of our markets and the launch of Lifetime brings us one step closer to achieving that vision here in Africa," Tom Davidson, the managing director of A+E Networks UK, told TV executives, TV critics and journalists, advertising executives and ad buyers Tuesday evening.

In a statement Davidson added that "the launch of Lifetime in Africa is exciting for us and marks a key moment in our continuing investment in this market," saying that he's "confident that Lifetime will appeal to African audiences".

Source: Chanel 24   23 July 2014