Lifetime has taken the wraps off a new initiative aimed at increasing the opportunities for women to create, produce, write and direct programming for the channel — with a goal of also improving the media landscape overall for female creatives.
Multichannel News reports that the initiative, “Broad Focus,” will concentrate in particular on “finding and growing up-and-coming talent in the creative field. Broad Focus also aims to raise awareness on the need for more women creating meaningful content in the media.”
The network is presenting the initiative to advertisers as it courts upfront sales. Two programs are set for later this year, according to the report.
“One will be sponsored short-form content about women filmmakers. The other will partner directors with marketers for short films,” the story reports.
Said Nancy Dubuc, president and CEO of A+E Networks, Lifetime’s parent company: “There is a large, untapped well of female talent out there, and we want to remain first in line to that source of creativity. Our company invests heavily in finding fresh, unique voices, and Broad Focus will inspire us to look deeper and in non-traditional places to discover women among those storytellers.”