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Lifetime Buys "Wife Swap" Rights Through 2012

  • Mediaweek, Wednesday, December 19, 2007 11:30 AM

Lifetime Television has obtained exclusive off-network rights for ABC's unscripted "Wife Swap" and is looking to begin running the first of 64 produced episodes next October. Terms of the deal were not disclosed, but Lifetime has reportedly invested about a quarter of a million per episode.

The deal for "Wife Swap" runs through 2012 and includes rights for the upcoming fourth season. Since debuting to 11.3 million viewers in 2004, the show has been a reliable ratings winner, putting up big numbers among women 18-34, 18-49 and 25-54.

"In so many ways, "Wife Swap" embodies the contemporary and enlightening program that is the core of our fresh new reality programming direction," says Lifetime Networks entertainment president Susanne Daniels. "The series' heartfelt insights into the many aspects of the daily challenges faced by modern women will be a perfect complement to our schedule."

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