TORONTO – In March, the Life Network brand will disappear forever with Slice taking its place.
Alliance Atlantis Broadcasting announced its plans for Slice late Wednesday, saying the new brand "targets viewers with an attitude found nowhere else in the lifestyle television landscape. With highly addictive entertainment, SLICE is the channel women have been waiting for," says the press release.
Slice will hit the ground running with 6 million subscribers and since it’s being sold as a channel for women, one wonders if Corus’ W Network might be firing up its regulatory watchdogs because when it comes to analog specialties, only one per genre is licensed here. Competition within existing niches is just not allowed.
"SLICE will cater to the highly sought-after target of viewers 18-49, with a core demographic of women in their thirties. With guilty pleasure viewing, SLICE brings an unapologetic attitude to topics that matter to women – family, fashion, relationships, celebrity, finances and gossip – to name just a few.
"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, senior vice-president, marketing and publicity, Alliance Atlantis.
"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," she added.
Slice will also offer viewers the very best in lifestyle television, with high stakes and larger than life characters sure to keep viewers addicted. Over 15 brand-new series will launch in March, growing to over 20 new shows by fall 2007. The compelling line-up of programming includes a brand-new primetime series hosted by popular television personality Lisa Fromer (former Breakfast Television co-host) set to debut in fall 2007.
Premiering in March 2007, Slice will air Real Housewives of Orange County, Beauty and the Geek (executive produced by Ashton Butcher) and Project Catwalk (the U.K. version of the cult hit Project Runway, hosted by Kelly Osborne).
Marketers and advertisers will crave the unique advertising opportunities Slice offers – allowing partners a highly visible platform to promote their products and services, says the company.
