Alliance Atlantis Rebrands Life Network

TORONTO, November 2: Alliance Atlantis Communications is
rebranding its Life Network, which reaches about 6 million Canadian homes, as
SLICE in early March, primarily targeting women in their 30s.

The channel promises an “unapologetic attitude” to family,
fashion, relationships, celebrity, finances and gossip. "We asked
ourselves where the attitude of fun and energy was on television for women
today—the juicy stuff, the stuff that allows them to escape from a day
filled with everyone else's needs," said Gail Rivett, the SVP of marketing
and publicity at Alliance Atlantis Communications. "So we spoke to women about
what they want from a TV channel and heard loud and clear that they are craving
confident, irreverent programming. From train wrecks and catfights to group
dynamics spiraling out of control and underdogs coming out on top, SLICE will
fill a void on the TV dial, satisfying an underserved audience looking for pure
entertainment relatable to their lives. All aspects of the network, from
programming to marketing and promotions, will be delivered with an attitude
that strikes a chord with our target market in surprising ways."

The channel will launch with 15 new titles in March, with
five more due by the fall. The lineup includes a new prime-time series hosted
by television personality Liza Fromer for the fall. At launch, the channel will
feature the acquisitions Real Housewives of Orange County, Beauty and the Geek and Project Catwalk, the British version of Project Runway.

Other key titles include Outlaw In-Laws, hosted by syndicated advice columnist Ellie
Tescher; UpRooted, following
celebrity hairstylist Rykr as he works his way across North America to
rediscover his passion for hair styling; and The Last 10 Pounds
Bootcamp.

"The key to SLICE shows is this—do they satisfy a
guilty pleasure?,” said Vanessa Case, Alliance Atlantis’s VP of content. “Will
viewers laugh, love the characters, hate the characters, yell at the screen? If
yes, they have a spot on SLICE. With an original blend of the hottest
competition formats and docu-soaps, SLICE programming will be unapologetically
entertaining, generating water-cooler conversations week after week and we have
no doubt viewers will be completely riveted."