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MANILA – Lifetime Network recently launched its channel on Philippine cable TV, with a lineup of award-winning shows for their debut and high hopes of penetrating the local HD market as Lifetime Asia.
The network, which is under A+E Networks, has had a colorful history in the US, and with its recent push into the Asian market, hopes to make the Philippines one of its strongest hubs in its Southeast Asia account. They plan on competing head-to-head with other women-centered networks already in the Philippine market, such as StarWorld and Velvet.
A+E Networks representative Hazel Yap, Director for Marketing Communications says Lifetime had been aggressive in their entry to the market. ”We’ve acquired the rights to broadcast MasterChef Australia here in the Philippines, which has seen a significant following [here in the country,” Yap said at a media forum on April 2.
Lifetime also plans on bringing a lot of talent from their shows here to the Philippines. “We’re pushing very heavily for stars in Mixology and Resurrection to get here to the country,” said Yap. “I’m not going to say who, exactly, but we’re really excited about it.”
Yap said that Lifetime Asia aims to downplay its reputation as a women-centric network and instead be branded as a general entertainment network for all genders. “We’ve chosen very carefully what our shows will be, and as I’ve seen, even the guys liked the trailers we’ve shown so far,” said Yap, observing the reactions of the males in attendance to the show trailers she brought with her.
Local productions by Lifetime Asia may also not be far off as the network plans on giving a Filipino spin on Mom’s Time Out, a reality show where the moms are given a week off and the dads are left to fend for themselves. “We’re actually looking around right now for local talent for the show,” Yap said.
The network feels very confident about the Philippines, citing the successes of past women-centric channels in the country. “We think it’ll do really well here in the Philippines. The people love their moms here!” she said.
The show lineup for April includes Don’t Trust Andrew Mayne, Orphan Black, Mixology and Resurrection, and Return To Zero for May.
