`Flowers in the Attic’ Powers Lifetime’s Return

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Feb. 20 (Bloomberg) –- USC Annenberg Clinical Assistant Professor and former A&E Executive David Craig and Bloomberg’s Emma Rosenblum discuss the switch in programming strategy at Lifetime and how it helped them rack up ad revenue. They speak to Carol Massar on Bloomberg Television’s “Taking Stock.” (Source: Bloomberg)

Editor.

What is going on with lifetime?

Women in distress, in prison, b or c-level actresses, but it is changing.

You think of the typical viewer of lifetime as a middle-aged sad woman drink and chardonnay alone.

But that is not what they are doing anymore.

They are rebranding and trying to get younger viewers.

They have been pretty successful doing this.

They are trying to bring in more well-known actresses for their movies, lifetime original movies, which is the flagship series they do.

And also make them look more beautiful, feel more modern.

And in that way get the 30-something women to watch instead of just the 50-something women.

We see it pay off when it comes to advertising.

You want the advertisers.

That is right.

And i think that by doing this they actually are capturing the real advertisers that are going to the right demographic, which is the younger demographic.

David, let me bring you in.

You are a former lifetime executive.

You know some of the executives in charge right now.

You like what they're doing, the changes at lifetime?

I have known these people for over a decade now, and they are masters at rebranding and reinventing networks.

They did it with a&e, with the history channel.

People understood, -- they understood that people don't watch networks.

They watch programs.

You have to deliver quality programming that gets people interested.

Progressing through this strategy where they have found a way to attract branded pre-salt titles like "bonnie and clyde," "steel magnolias," these movies, and have been able to secure audiences with the pre-salt factor in the titles.

They still have a lot of the low-budget television movies lifetime has been known for still airing.

It is the pre-salt factor that he is saying, the titles, the stories are well known by women already.

What they are doing is appealing to the nostalgia of 30-something women.

With "flowers in the attic," every 30-something woman read that when she was a young teen.

Christina ricci just start in a movie.

I remember the original one with elizabeth montgomery.

Christina ricci means something to the younger viewers because she was kind of the contemporary.

They are smart to get these actresses and these stories.

People are tweeting about it, becoming big on social media.

They're doing some original content.

Doing something that kind of makes fun of the women on "the bachelor." is it smart to move ahead on original programming?

I think they're going to expand further in the reality area.

This is bread-and-butter, where the highest return comes from and programming.

I think you are starting to see across the dial a little bit of a burnout in the conventional reality form.

So going more satirical, doing a mocking manner he, is a really interesting choice.

At the same time you will see them ramp up the value of scripted dramas.

They ordered a number of high-caliber talent-driven scripted dramas.

I think they are operating on four cylinders.

They really understand that you can't just look at it through one lands.

-- lens.

That is a good point.

The advertising community is

This text has been automatically generated. It may not be 100% accurate.

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