Cable Upfronts 2010: WE TV Preps Programming Refresh


WE TV unveiled a robust slate of original programming designed to jazz up the women's brand, which is now accoutered with the "Simply Fascinating" tagline.

"We want to be positive but not overly earnest," said John Miller, the network's senior vice president of original productions and development, who joined WE several months ago from The Weinstein Co.

Speaking at the network's 2010 upfront presentation to reporters on March 30, Miller branded the new WE "upbeat and sassy."

Returning programs, most notably WE's top-rated Bridezillas, will get a little polish and a new emphasis on resolution without sacrificing the conflict.

New original series will eschew train-wreck reality in favor of advertiser-friendly skeins with some redemptive value.

Sunset Daze is a reality version of the Golden Girls, reruns of which air on WE, about a group of Arizona retirees who behave like they're still in college. It will air Wednesday nights at 10 p.m., beginning April 28.

Girl Meets Gown, about a busy Dallas bridal boutique, joins the network's wedding canon on April 25 at 10 p.m.

In You're Wearing That?!? a stylist help a mother and daughter resolve their respective wardrobe impasses.

Mother Knows Best?, centered on Joan Rivers moving in with her daughter Melissa Rivers and Melissa's son and new live-in boyfriend, intends to cast the elder Rivers in a sympathetic light. WE has ordered eight episodes and is aiming for a fourth-quarter premiere.

Also set to arrrive in Q4: Downsized, which follows a blended family with two parents and seven kids living way beyond their means.

Slated to debut in first quarter 201, Fix My Family is a cross between Supernanny and In Treatment with some Intervention-esque undertones. T

WE has ordered a second season of Raising Sextuplets to premiere June 30 at 10 p.m. and acquired the eight-season library of Charmed, back-to-back episodes of which will be stripped weekdays at 5 p.m., starting June 21.