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Lifetime listens to what women want

Prexy details shifts in response to aud demands

LAS VEGAS — At the “Divas of Original Programming” panel, several of the leading ladies of cable weighed in on the genesis of programming ideas and the formula for economic and creative success.

Lifetime Prexy and CEO Carole Black said that Lifetime listens to what women want. After 9/11, there was a major shift in what women chose to watch. “They went to lighter fare; the comedy block went up 25%,” she said.

Black also believes using TV to better the world is also a win-win. “Many, many, cable networks stand behind big causes. Do good and still have a success. Citing her newtork’s advocacy record with programming subjects such as violence to women and breast cancer, Black points out that it is possible to “do good and still have a (ratings) success.”

Referrencing advocacy work, Sci Fi Channel Prexy Bonnie Hammer said, “The affiliates want something different and exclusive. It has to feel genuine.”

“We (Sci-Fi Channel) are just on the ground floor of it. An immense amount of work.”

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