Television Business International

Lifetime sets up digital platform for romantic drama

US cable net Lifetime is launching Fall Into Me, a new digital platform that will feature romantic drama series produced by Howard T. Owens’ fledgling prodco Propagate Content.

Howard-OwensThe initial Fall Into Me (WT) slate comprises eight titles. Each will have eight six-minute episodes that Lifetime said can be ‘discreetly enjoyed on phones and tablets’.

The idea for the new service comes from Emmy-nominated scribe Guy Shalem (Lovespring International) who will lead the creative team.

Propagate Content is on the production duty for the series. It was set up last year by former National Geographic Channels president Owens (pictured) and former A&E channel general manager David McKillop last year. It is backed by Lifetime owner A+E.

The new digital platform will launch later this year.

Rob Sharenow, executive VP and GM of Lifetime said: “The romance-fiction world is increasingly going digital. By introducing Fall Into Me, we are giving the genre’s loyal community of fans a fresh take on short stories of passion and seduction they can watch at their leisure or on the go and share among their social circles within the digital space.”