Alliance Atlantis Communications Inc. today
announced its launch plans for SLICE – a newly branded channel that 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. Life Network, an analog specialty service with a wide distribution of approximately six million households, will be re-born as SLICE in early March 2007. The channel also offers innovative,
integrated marketing opportunities for partners that fit the SLICE style and spirit.
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.
SLICE will 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 Liza 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 Kutcher) and Project
Catwalk (the U.K. version of the cult hit Project Runway, hosted by Kelly Osbourne).
Thirteen of the new shows in March will be original content, created specifically for SLICE to perfectly suit the core demographic. Hosted by syndicated advice columnist Ellie Tescher,
Outlaw In-Laws tackles extreme cases of nightmare in-laws; UpRooted follows celebrity hairstylist Rykr as he works his way across North America to
rediscover his passion for hair styling and The Last 10 Pounds Bootcamp is a tough love approach to losing those last nagging pounds once and for all.
Marketers and advertisers will crave the unique advertising opportunities SLICE offers – allowing partners a highly visible platform to promote
their products and services. Thanks to the 13 brand-new shows in March being original content, SLICE allows for the most seamless integrated product
placement opportunities from the ground up. Brand partners and advertisers will be able to take advantage of strategic co-marketing opportunities for the network focusing on on-air, online and experiential marketing components.
“There is more demand than supply when it comes to satisfying women in this desirable 18 – 49 demographic and we want to help our partners engage
this audience in exciting, meaningful and relevant ways,” says Errol Da-Ré, Executive Vice President, Alliance Atlantis Communications Inc. “SLICE gives marketers and ad agencies the chance to finally connect with this group in a truly targeted environment. The format gives ad buyers looking to target women what they need – the exact right fit to
reach women who are starving for the type of entertainment SLICE delivers.”
To introduce SLICE to consumers, there will be an extensive and original consumer marketing campaign in many markets across Canada from mid
February through July, followed by another extensive push in fall 2007 to support the launch of an all-new season of fresh content. The exposure for the
channel will be significant, focusing on the media that targets women and will be specifically designed to hit women in original and unexpected ways across
multiple media vehicles including: On-air, out-of-home, radio, newspaper, magazines, online, experiential marketing, mobile marketing, cable and
satellite marketing, and guerilla publicity activities.