Cable network Lifetime will launch in Latin America and Portuguese-speaking Brazil in July courtesy of A+E Networks Latin America, a joint venture between A+E Networks and Ole Communications, and Sony Pictures Television.
Eduardo (Eddy) Ruiz, president and general manager of A+E Networks Latin America, will serve as general manager for the new channel. “Lifetime is one of U.S. cable’s most iconic brands, and our expectations are that the brand will perform well in Latin America,” said Ruiz.
Lifetime will go up against more entrenched lifestyle channels led by Discovery Home & Health, Fox Life and some local cable networks. Discovery Home & Health was the No. 1 lifestyle network in women 18-49 and ranked among the top 10 networks in the region during primetime. Fox Life saw its viewership soar after changing its name from Utilisima last year.
Lifetime will feature scripted drama series, reality shows and original movies. Drama skeins include the regional premiere of “Witches of East End,” starring Julia Ormond; the new seasons of “Devious Maids,” pictured above, produced by Eva Longoria; and “Drop Dead Diva,” starring Brooke Elliott. Unscripted shows include “Dance Moms,” “Bring It!” and the new season of “Preachers’ Daughters.”
Set to air will be Lifetime original movies “Steel Magnolias,” starring Queen Latifah; “Liz & Dick,” starring Lindsay Lohan; “Drew Peterson: Untouchable,” with Rob Lowe; “Talhotblond,” directed by Courteney Cox; and “Call Me Crazy: A Five Film,” from executive producer Jennifer Aniston.
HBO Latin America Group will distribute the new channel as part of its basic cable offering in the region.