• Broadcasting & Cable, Tuesday, June 30, 2009 10:49 PM

Rainbow Media, the programming arm of Cablevision, will launch a new wedding-themed cable channel in August. The company's WE TV channel carries a slew of wedding shows, including its signature series "Bridezillas," which is in its sixth season. Currently, WE TV airs a Wedding Sunday block, incorporating some of those shows.

The plan is to use the popularity of the WE TV shows to get the new cable channel off the ground, and then to add more parenting-oriented programming to WE TV. The channel already carries some parenting shows, including "The Mom Show" and "Raising Sextuplets."

Observers suggest that WE TV may team up with a wedding publisher to promote the new channel. It's worth noting that wedding magazines have been more recession resilient than general titles. WE TV already has a wide-ranging cross-promotional deal with Meredith publications which houses Parents, Ladies Home Journal and American Baby. The network has in the past partnered with Conde Nast's Modern Bride on its bridal programming and is currently in talks with various editorial partners for its wedding programming.

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