Lifetime will launch its own digital video platform, with working title Fall Into Me, later this year.
Focusing on the romantic drama genre, Fall Into Me will feature eight, original series, each consisting of eight, six-minute episodes. Women will star as central characters in all of the series (surprise, surprise), which will be told from their POVs. Lifetime described the episodes as “in close-camera form,” so perhaps the style borders on fictional vlogging (but likely a very polished version).
Guy Shalem, who created comedy series “Lovespring International,” came up with the idea for Fall Into Me, and he’ll lead the platform’s creative team. Propogate Content is producing the platform’s series, while Shalem, Howard T. Owens, and David McKillop will serve as executive producers.
EVP and general manager of Lifetime, Rob Sharenow, made Fall Into Me seem like it would almost be a digital video adaptation of paperback romance novels in his statement about the upcoming platform. “The romance-fiction world is increasingly going digital,” said Sharenow. “By introducing Fall Into Me, we are giving the genre’s loyal community of fans a fresh take on short stories of passion and seduction they can watch at their leisure or on the go and share among their social circles within the digital space.” The press release also made sure to note that episodes can be viewed “discreetly” on mobile devices.