Lifetime is renewing its commitment to the baby business.
The femme-skewing network has picked up a 10-episode second season of hospital docu-series One Born Every Minute, which takes an in-depth look at life inside the maternity ward at Riverside Methodist Hospital in Columbus, Ohio.
“The unexpected moments of childbirth brilliantly captured in One Born Every Minute — ranging from intense drama to the sheer joy of having a child – immediately struck a chord with our viewers,” says Lifetime president Nancy Dubuc, who is profiled in the current issue of The Hollywood Reporter.
Season to date, the Reveille-produced series, which is based on a popular U.K. format, is averaging 831,000 total viewers in its ultra-competitive Tuesday 10 pm slot. While only a fraction of timeslot competitor Jersey Shore’s audience, Born posted a 37 percent uptick among the all-important women 18 to 49 demographic, compared to the same period a year earlier.
The series, which has 40 cameras rolling 24 hours a day, is part of Lifetime’s increasingly robust slate of unscripted series, which includes long-running Project Runway, Seriously Funny Kids and newcomer Coming Home. Later this year, Dubuc will add reality vehicles for the mother of vanished teen Natalee Holloway and Hollywood vet Roseanne Barr to the schedule.
