Lifetime Slated to Kick Off in the U.K.

LONDON: A+E Networks UK has formed a year-long multimedia partnership with Citizen Watch UK for the female-skewing entertainment channel Lifetime, which is due to debut in the U.K. this November.

The exclusive agreement consists of full brand integration across all Lifetime media on and off air, in addition to the marketing initiative that has been lined up for the premiere. Titles slated to air on the network in the country include The Client List, a drama series; Dance Moms, a factual entertainment program; and The Conversation with Amanda de Cadenet, a celebrity talk show. Films will include Liz & Dick and Talhotblond.

Tom Davidson, the managing director of A+E Networks UK, commented: "We are delighted to partner with Citizen Watch UK on the highly anticipated launch of Lifetime in the U.K. Partnering with Citizen Watch UK allows us to build an ambitious, fully integrated campaign around our shared values of creating innovative and distinctive content and products for our aspirational upmarket customers."

Mark Robinson, the managing director of Citizen Watch UK, added: "The partnership with A+E Networks UK is a great fit for Citizen Watch UK; supporting our ongoing strategy to elevate our brand awareness with the female consumer, through a multi-channel approach. We are incredibly excited to be involved with the U.K. launch of Lifetime this November, which comes during the lead into our key festive trading period. With our shared brand synergy and target demographic, we look forward to exciting times ahead."