It’s a good time to be a freshman series on Lifetime. The female-skewing network has been good to its newest programs, giving Devious Maids a second season order. Recently Lifetime followed that up by picking up Witches of East End for a second season as well. Admittedly I haven’t seen either series, but that doesn’t mean much. As I said, the network skews toward a female audience and the last time I checked I was definitely not female. I’ve enjoyed made-for-women programs before, though, so perhaps if I gave it a shot, watched more than just the occasional preview, I might like Witches of East End.
Lifetime gave Witches a 13-episode order, to be aired sometime in 2014. “With its great story telling and amazing cast, Witches of East End is leading a full-blown witch renaissance,” said Rob Sharenow, EVP and General Manager of Lifetime. Is Witches really leading a witch renaissance? You could argue American Horror Story: Coven is doing the leading, but, then again, Witches premiered first. And really, Coven is just a one-shot season of TV and it premiered three days later, so I guess we can give leadership to Witches without anymore griping. Again, I haven’t seen the show so I can’t say if it is or isn’t better than Coven.
Witches is averaging 3.0 million total viewers, with 1.7 million in Adults 25-54 and Adults 18-49, and 1.3 million in Women 18-49 and Women 25-54 with Live+7 based through five weeks. The show is based on Melissa de la Cruz’s best-selling novel and stars Julia Ormond, Mächen Amick, Jenna Dewan Tatum and Rachel Boston as the Beauchamp family, a family of witches living in the seaside town of East Haven. Joanna’s (Ormon) two daughters, bartender Freya (Dewan Tatum) and librarian Ingrid (Boston) were both unaware of there witch powers before the start of the series.