A+E Networks UK has announced that they have reached a twelve-month multi-media partnership agreement with Citizen Watch UK for the upcoming launch of the female skewing Lifetime.
Set to launch in the UK in November, Lifetime is understood to be taking over Bio’s slot on Sky’s EPG and will also be carried on Virgin Media. The channel will feature a combination of original commissions and US acquisitions; with parent company A+E Networks UK having recently sealed a deal with Twentieth Century Fox Television Distribution which gave Lifetime UK exclusive rights to the upcoming Lifetime original series Witches of East End. That follows on from a volume deal with Sony Pictures Television which gave Lifetime UK the exclusive rights to The Client List and a slew of Lifetime original movies.
The partnership between A+E Networks UK and Citizen Watch UK comprises full brand integration across all Lifetime media on and off air as well as the marketing campaign planned for the launch. The deal was secured by the sponsorship sales team at A+E Networks UK in partnership with Sky Media, and was brokered by Newcast’s Strategic Partnership Director Glenda Goveia.
“We are delighted to partner with Citizen Watch UK on the highly anticipated launch of Lifetime in the UK”, said Tom Davidson, Managing Director of A+E Networks UK. “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.”
While Mark Robinson, Managing Director of Citizen Watch UK, added: “The partnership with A+E Networks UK is a great fit for Citizen Watch UK; supporting our on-going strategy to elevate our brand awareness with the female consumer, through a multi-channel approach. We are incredibly excited to be involved with the UK 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.”