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TIM CLARK
Lifetime continues to march forward with its "Television For Women" brand initiative. The network's new original series, Strong Medicine, is strong-arming the competition, capturing the largest audience among the slew of new primetime series in basic cable, earning a 1.9 household rating.
With cable's melting pot of programming overflowing with more than 50 new original series, Strong Medicine was far from a sure thing.
"It was a surprise to come out as well as it did," says Tim Brooks, SVP-research, Lifetime Television. "Especially since there have been so many new original series launched."
Lifetime is poised to finish the third quarter with more than a hit series. The network is also averaging a 1.1 total day household rating, securing a third place finish in overall basic cable. Primetime picks up speed, averaging a 1.8 primetime household rating, a 6% increase from last year. The network leads all key demographics for women for the third quarter-to-date.
"The belief is that to build and solidify a brand, and to drive that brand, you need more key programs that people identify with," says Brooks. "We're putting a lot of money and attention into not only trying new shows but a more consistent philosophy of building out nights of original programming."
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