Having taken full control of the US cable channel, A&E is preparing to launch Lifetime outside of the US. The international distribution of the channel falls under the remit of A&E’s international division, AETN, which is already fielding enquiries from pay TV platform operators.
A&E sealed a deal for fellow US cable network Lifetime last month and A&E Television Networks boss Abbe Raven will have overall responsibility for the new entity. Previous Lifetime boss Andrea Wong will remain in charge of the female-skewing network, reporting to Raven.
“In the US the [Lifetime] deal brings together three of the top twelve cable channels (Lifetime, History and A&E),” says AETN’s senior VP, intrenational, Sean Cohan. “That bouquet is strong in the US and is an equally compelling combination internationally. From a trade perspective there’s equity in the brand and from a consumer perspective in the product and we’re exploring our options.”
Internationally, Lifetime would line up against other female-skewed offering such as Living in the UK, Téva in France and Fox Life, which is distributed in several European countries.