HOLLYWOOD — Style network has ordered 13 segs of unscripted lifestyle series “The Brini Maxwell Show.”
At Monday’s cable press tour at Hollywood’s Renaissance Hotel, the E!-owned cabler announced it will begin airing episodes of “Brini” in primetime this fall. Inspired by the 1950s, ’60s and ’70s, Maxwell will star in the studio-based skein, dispensing home and fashion makeover tips with her own retro twist.
“Brini” exemplifies Style’s aggressive rebranding campaign that broadens its approach from instructional fashionista-centered programming to lifestyle-based storytelling.
About helping people
” ‘Brini’ is all about helping people in their daily life, which is a good example of what we’re trying to do at the network,” E! exec VP of entertainment Mark Sonnenberg said. “The technical information is almost inferential.”
Over the past year, the net has also actively altered the content of already established shows including “You’re Invited,” zeroing in on the backstories of the participants.
“We need to relate to people outside of New York’s fashion district, so we’re moving to change the fashion-only perception of Style and concentrate on lifestyle,” he said.
Previously, Maxwell hosted her own similarly themed public-access TV show in Gotham.
“If Donna Reed met Martha Stewart and Marlo Thomas, you’d have ‘Brini,’ ” Style senior VP of programming Stephen Schwartz said.
Termite Art Prods. will produce the show for Style, which currently reaches 32 million homes.
Sister net E! also announced that it has picked up an additional 13 segs each of celebrity-driven summer skeins “It’s Good to Be,” “Love Chain” and “Celebrities Uncensored.” New episodes are set to bow in the fall.