Upfronts 2011: Style Fortifies Lineup With Original Trio4/12/2011 6:04 PM Eastern
New York -- Optimistic about its viewer base of "Shoptimists," Style Network announced that it has picked up a trio of new series, renewed a pair of returning favorites and unveiled 10 series in development at its upfront breakfast for the press here on Tuesday.
Taking aim as a viewing destination for a group of women 18 to 49 who are positive, loyal and evolving, plus passionate shoppers and trendsetters, Style's Shoptimists will get to see Glam Factory, a 10-episode spinoff of its top-ranked Jerseylicious. The Endemol USA series, set to bow in October, tracks makeup artist Alexa Prisco as she looks to establish her own business after leaving the Gatsby Salon. Glam Fairy first aired on Style as a special on Jan. 30, which drew some 250,000 viewers.
With another docuseries, Style will head to the Lone Star State, where many of the trinkets and egos are no doubt bigger as Big Rich Texas puts the cameras on five wealthy women and their daughters joined at a Dallas country club.
Meanwhile, Jeannie Mai's How Do I Look franchise will be taking it far and wide, as she journeys on the Search for the Worst Dressed in the country. Starting in September, the show will reward the "winner" with a Hollywood makeover guided by Mai.
The network has also ordered a fourth season of Giuliana & Bill, as the couple embarks on life in LA, as well as a Big Apple-version of its Clean House franchise.
Style has 10 shows in the pipeline in various stages of development. Senior vice president of development and new series Sarah Weidman put the spotlight on three via the sizzle wheel: Birth Mom, a docuseries about Orem, Utah's Adoption Center of Choice, where expectant mothers complete their pregnancies before giving up their babies for adoption and experiencing the emotions of relinquishment remorse; Single with 7, which centers on Yesi Ortiz, an afternoon DJ at an LA radio station and a foster mom to her seven nieces and nephews, whose mother is in the hoosegow; and Miss Fit, where former beauty queen and boisterous Bostonian Katie Boyd plays drill sergeant to suburban moms and pageant aspirants, who earned this rebuke: "There are no stripper poles here. That's for after you don't win Miss USA."
Also catching development attention: a weekly View-like topical half-hour hosted by Adrianne Curry, Vivica A. Fox, Nick Verreos and Bachelorette Ali Fedotowsky; a family docusoap called The Riveras, about a Queens, N.Y.family who own a pair of neighborhood dance studios; Maureen Hancock's Ghost Town, about a Boston medium; and combination game/fashion show Are You Dressed? Weidman, during a post-presentation coversation, was enthused about the format in which shoppers are ambushed after entering the dressing rooms, and greeted by a host who begins an on-the-spot trivia game that includes queries about fashion, celebrities, and pop culture, with correct answers meriting cash and other prizes.
The event, held at the penthouse at Gotham Hotel, was presided over by Style president Salaam Coleman Smith and her new boss of Lauren Zalaznick, chairman of NBCU entertainment & digital networks and integrated media. This marked the network's first official event under the NBCU moniker and Style has presentations with agencies set over the course of this week.