Orange is the new black on Lifetime, as the new female focused channel from A+E Networks UK launches on MultiChoice's DStv in Africa.

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.

Guest mingled and talked shop and during the official presentation A+E Networks UK and MultiChoice executives spoke.

Afterwards A+E Networks UK did a round table panel interview with those members of the press who didn't just come to sip champagne and grab swag bags but to actually work and do interviews.

(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.

ALSO READ: Lifetime launches on MultiChoice's DStv: "We believe there's a real gap in the market for Lifetime, a female centric entertainment channel".