Lifetime has launched the social media initiative #ThatsWhatMomsDo to celebrate and salute moms across the country. As part of the social media campaign, Lifetime will run its PSA featuring Dr. Biden throughout this Mother’s Day weekend, from May 8 to May 9. “The pandemic has affected every part of our lives, challenging us and changing us like we never could have imagined. Just when you thought you had little left to give, you gave more, because you’re a mom, and that’s what moms do,” Biden says in the PSA.

“For over 35 years, we’ve known the power of women at Lifetime, and have championed their stories and their triumphs,” said Paul Buccieri, President and Chairman A+E Networks Group. “Women Making History is a testament to the incredible strength and resiliency of women, who continue to hold up half the sky, and will continue to inspire change for our future.”

The second annual MIP SDG Award held during the MIPTV in Cannes, France has been presented to A+E Networks this week in recognition of the network’s ongoing support and commitment to the achievement of the United Nations Sustainable Development Goals (SDGs). Paul Buccieri, President of A+E Networks reinforced the company’s commitment to promoting equality and diversity. “We are very grateful to the United Nations and our partners at Reed MIDEM for recognising our team’s commitment to equality, justice, diversity and inclusion."

While the company has its eye on its best-known line of business, it is also cognizant of producing content for digital venues, says Paul Buccieri, President of A+E Networks. The new lineup “demonstrates a deep commitment to being available wherever and however viewers want to be entertained, whether through high-performing podcasts, virtual experiences or digital multiplatform content,” he says.