Lifetime Has a Facelift

Lifetime, the 26 year old network targeting women has re-branded themselves.  Per The Hollywood Reporter, “the re-brand is designed to integrate the network’s new programming direction with the sensibilities of today’s multitasking woman.”  I think this is an interesting statement for a network that has year over year declines.  They are hitching their re-brand to their new programming, whose success is yet to be determined.

I do however believe they are methodically trying to rebuild the network by engaging a strategy that showcases  top Hollywood women behind and in-front of the camera.  As the women’s network I think this is a strong strategic move that women should embrace and support.  The current slate of shows is development is impressive, intriguing and should be very entertaining. 

Also from The Hollywood Reporter -  New projects from Queen Latifah (the upcoming reboot of Steel Magnolias) and Bristol Palin (whose reality show bows in June) as well as big names working behind the camera, including Demi Moore (executive producer of The Conversation With Amanda de Cadenet), Courteney Cox (starring in and directing Tall Hot Blonde) and Renee Zellweger (executive producer of Cinnamon Girl).   OK…I could do without the Bristol Palin show but the rest sound interesting.

I definitely agree that the Lifetime channel was due for a re-brand, and I do like the contemporary look of the new brand image.  The “Your Life.  Your Time” tag line is a fresh twist on the channel’s name, and to me the most innovative component of the re-branding.  Lifetime feels the new tagline “reflects how women value and experience time” which they plan to  further realize through several brand spots.   I’m curious to see more of the branding. 

I’m hopeful they achieve both a brand and channel evolution that resonates with women. 

Best

Suz

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