Lifetime is being positioned as a female-focused channel, with shows like MasterChef Australia, Unforgettable, Dance Moms and Be the Boss. H2 will cater to a more upscale audience, including military history fans and knowledge seekers, with series such as Mankind Decoded, How Sex Changed the World, and America’s Secret Slang.
Michele Scofield, senior vice-president of programming and marketing said the network was working on launching local programmes. Lifetime has also roped in local celebrities for its on-air launch campaign.
The presence of five "world-renowned" brands in Asia provides more value to viewers and affiliate and advertising partners, said Alan Hodges, managing director for Asia-Pacific at A+E Networks.
Lifetime launched in 1984 and is most popular cable network for movies among women in the 18+ category during prime time in the US, according to A+E.
H2 launched in the US in September 2011 and delivered 38 per cent year-on-year growth in 2012, A+E said. The channel is available in almost 70 million households in the US.
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