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Lifetime has announced the initiative Broad Focus, which will encourage the industry to provide more opportunities for female creatives to get behind the camera and create content.

Known for its bevy of female-centric programming, the network will push this initiative in hopes of detecting and developing female writers, producers, directors and content developers.

The initiative’s launch video features testimonials from the likes of Eva Longoria, Jennifer Aniston and Demi Moore.

“There is a large, untapped well of female talent out there, and we want to remain first in line to that source of creativity,” said Nancy Dubuc, the president and CEO of Lifetime parent A+E Networks. “In this day in age, it’s hard to believe as an industry we still struggle to fully recognize women’s talents in behind-the-camera roles, especially as directors. Our company invests heavily in finding fresh, unique voices and Broad Focus will inspire us to look deeper and in nontraditional places to discover women among those storytellers. I’m proud we are challenging ourselves and our friends in the industry to do more to support them.”

One of Broad Focus’ first endeavors is a partnership with Geena Davis’ Bentonville Film Festival, which showcases female and diverse filmmakers and guarantees distribution to winning films. Lifetime is the festival’s exclusive cable partner; the network will air one of the winning films and select one of the winners from the festival’s script contest to develop.