E! Entertainment Television named an executive from within
to head up programming for its new network, Style, and it unveiled the program lineup for
the spinoff's Oct. 1 launch.
E! has chosen Marta Tracy, one of the original architects
of E! itself, to develop original programming for Style, which will be devoted to the
world of style, fashion and design and to the people and events that shape those
Tracy, E!'s vice president of programming and
development, will report to Fran Shea, E!'s senior vice president of programming.
As for Style's lineup, Tracy said, "Fashion is
the launching point, the foundation, but it's not just fashion."
The start-up network will also cover entertainment; home
design; architecture; beauty; vacation and travel; collectibles; art; and health and
E! officials have said that they are aiming for analog
carriage for Style, but cable operators believe that the network is destined for digital,
because of the channel-space crunch.
Tracy was responsible for E! broadening its scope to
include fashion-oriented programming, which has improved the network's ratings.
During her tenure at E!, Tracy also spearheaded the creation of original programming such
as Talk Soup and The Gossip Show.
At least 50 percent of Style's initial schedule will
include original shows, as well as acquired programming that hasn't been aired in the
The original series already in production for Style's
lineup include Dining in Style and Homes with Style. Model will move
from E! to Style. In addition, E! series such as Fashion Emergency and FashionFile will air on both E! and Style.
Dining in Style, in half-hour weekly episodes, will
visit unique restaurants, from Michael Jordan's Manhattan eatery, The Steak House, to
Chicago's Charley Trotter's.
The half-hour series Homes with Style will showcase
exotic dwellings around the world, such as Francis Ford Coppola's hideaway in the
jungle of Belize.
Style will also be airing one-hour specials, called On
Style, that will attempt to inspire viewers to discover their own sense of
self-expression. Those specials will include Babies from A-Z, with information on a
baby's first year; and Wine 101, an introductory course on the world of wine.
To fill in its schedule, Style has also acquired: A La
Mode, which examines today's design influences; Behind the Velvet Ropes, a
New York look at fashion; Millennium Fashion, which goes back into the last 13
years of fashion; Fashion 21, an in-depth look at top designers and trends; and Fashion
Classics, which highlights the timeless facets of the world of fashion.
Style is targeting women 18 to 45 years old, but it also
expects to draw males, because "men are as style-conscious as women," Tracy