Slice of Life: Alliance rebrands net

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TORONTO -- Alliance Atlantis Communications on Wednesday said it will relaunch Life Network, its long-running lifestyle specialty channel, as Slice, beginning March 1.

The rebranding by Toronto-based broadcaster, comes after a year of exhaustive market research and will target a younger, female demographic with guilty pleasure TV, according to Gail Rivett, Alliance Atlantis senior vp of marketing and publicity.

"Their (young, female viewers) day is filled with meeting everyone's else's needs, and they want a bit of escapism and pure entertainment," Rivett said ahead of a network launch party in Toronto on Wednesday night.

Life Network, which hit the air in 1994 and currently reaches about six million Canadian homes, will be relaunched next spring with 15 new primetime series, including 13 original shows. These include "Outlaw/Inlaw," in which Canadian advice columnist Ellie Tesher attempts to straighten out marriages ruined by in-laws, and "Uprooted," in which a hair stylist to the stars takes to the road to cut ordinary people's hair before entering a major hair stylist competition.

Other new series include "Last Ten Pounds Boot Camp" and a Canadian version of "Beauty and the Geek."

The newly branded Slice channel also will air the Kelly Osbourne-hosted "Project Catwalk" and Bravo's "The Real Housewives of Orange County."

Toronto-based Alliance Atlantis has similarly boosted the viewership for other specialty channels in its stable, including Food Network Canada and Home and Garden TV, but airing fewer instructional shows and more entertaining, drama-driven reality fare.
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