Orange is the new black on Lifetime (DStv 131), the new female skewing TV channel which launched on MultiChoice's DStv satellite pay-TV platform on Tuesday night.
A media launch event took place at the same time as the new channel, supplied by A+E Networks UK, started its broadcast across South Africa and Africa on the DStv Premium bouquet.
A+E Networks UK, a joint venture between A+E Networks and BSkyB, already delivers the History and Crime+Investigation channels to DStv.
While the Lifetime channel logo is red and white, what DStv Premium subscribers will predominantly see on-screen is orange and white. Orange and white are the main colours used in the programming boards and title cards on Lifetime.
Around 250 people - TV executives, producers, advertising executives, TV critics and journalists, and ad buyers - gathered at Shine Studios in Braamfontein on Tuesday evening to await the start of Lifetime's transmission on DStv at a media launch event.
The colour theme was orange.
(Cringe moment: When an A+E Networks UK executive had to tell a lazy uninformed journalist after a question: "You're actually talking about our competitors".)
There was a green screen photo booth where guests took their photos and were superimposed into photos of shows like Suits, Dance Moms and Orphan Black which will be shown on Lifetime.