Lifetime is looking to harness that built-in branding with the launch of an SVOD service that will offer a package of about 30 original telepics for $3.99 a month. The Lifetime Movie Club app bows today on iPhone, iPad and iPod Touch platforms to start. It will expand to other platforms, likely Android, in the fall. The movies will be available without commercials, and the assortment of titles will be refreshed weekly. – Cynthia Littleton, Variety

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