Tuning in to TV: YouTube starting channels for female dramas, Olympics

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YouTube is adding to its original programming by launching channels specializing in female dramas and U.S. Olympic athletes.

The Google Inc.-owned video site announced the new channels Wednesday ahead of an upfront presentation to advertisers. YouTube has sunk more than $100 million into an ambitious project to lure audiences for longer viewings and attract advertisers with higher quality videos.

Filmmakers Jon Avnet and Rodrigo Garcia will launch the channel Wigs, focusing on scripted dramas for women. Also new is a TeamUSA channel from the U.S. Olympic Committee that will feature content ahead of the 2012 games.

The Tribeca Film Festival, which recently concluded its 11th annual festival, is also planning a channel.

Lifetime network unveils new logo, tagline

Food Network star Guy Fieri lost his pricey Lamborghini convertible to a thief last year and now a California teenager has been charged with the crime. (Associated Press)

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Lifetime, the 28-year-old female-targeted network, has launched a top-to-bottom rebrand designed to integrate the network’s new programming direction with the sensibilities of today’s multitasking woman.

On Wednesday, the network unveiled a new stylized “L” logo as well as revamped on-air and online graphics sporting the tagline: “Your Life. Your Time.” The tagline will appear in the new logo and via television and digital 30- and 60-second spots. It also will be integrated across the network’s programs, including “America’s Most Wanted” (dubbed “Payback Time”), “Project Runway” (“Out of Time”), “Dance Moms” (“Curtain Time”) and the new Jennifer Love Hewitt drama “The Client List” (“A Good Time”).

Nancy Dubuc, who added Lifetime Networks to her portfolio in May 2010 after the suite of channels became part of A&E Television Networks, said the rebrand was a year in the making.

“You only have one shot to do this,” she said. “It’s not like you can go out and put a stake in the ground and claim a brand position and redo your on-air look every two years.”

The rebrand is the next step in Lifetime’s bid to shed its image as the home of maudlin made-for-TV movies, a plan that includes new projects from Queen Latifah and Bristol Palin, as well as big names working behind the camera, including Demi Moore, Courteney Cox and Renee Zellweger.

Jaleel White ousted from ‘Dancing With the Stars’

Jaleel White can cross dance rehearsals off his to-do list: The 35-year-old actor is done with “Dancing With the Stars.”

Mr. White was eliminated from the hit ABC dance-off Tuesday after losing the show’s “final dance duel” to fellow competitor Roshon Fegan.

The two actors were at the bottom of the leaderboard coming into the episode after judges’ scores and viewer votes were tallied. Mr. White and Mr. Fegan faced off with a simultaneous rumba, and the judges deemed Mr. Fegan the winner.

Mr. Fegan will return to compete next week, along with actors William Levy and Melissa Gilbert, singer Katherine Jenkins, TV personality Maria Menounos, and football star Donald Driver.

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