Lifetime Renews 'Witches of East End'
The new drama joins "Devious Maids" in scoring a second season, helping refresh the cable network's shrinking stable of scripted originals.
Lifetime is heading back to East End. The cable network has picked up supernatural drama Witches of East End for a second season, following solid ratings and steady growth for the freshman series.
Witches of East End joins fellow new entry Devious Maids in scoring a second season on the female-focused cable network. Their renewals come during a year of changes, with longtime flagship Army Wives getting canceled and The Client List being pulled after its second season. (Returning drama Drop Dead Diva was previously renewed for a sixth season in October.)
"With its great storytelling and amazing cast, Witches of East End is leading a full-blown witch renaissance," said Lifetime executive vp/GM Rob Sharenow. "The show's perfect mix of premium execution with content that is in the zeitgeist is drawing new viewers to Lifetime and we're very excited to be bringing it back for a second season."
The renewal is for 13 episodes slated to premiere in 2014. The current season runs through Dec. 15.
Starring Julia Ormond, Madchen Amick, Jenna Dewan-Tatum and Rachel Boston as a family of witches, the series has proven to be Lifetime's youngest-skewing original to date. It's averaging 3 million viewers (1.7 million of them adults 25-54 and adults 18-49) in live-plus-7 returns, and 1.3 million of its viewers fall into the targeted women 18-49 and 25-54 demographics.
Witches of East End, based on Melissa de la Cruz's popular novel of the same name, comes to Lifetime from Fox 21 and is executive produced by Maggie Friedman, Jonathan Kaplan, Erwin Stoff and Josh Reims.
Television is quite taken with witches at the moment. FX's latest installment of the American Horror Story anthology, Coven, follows witches in New Orleans. WGN America has Salem coming up in 2014, and CBS is mulling a Charmed reboot.