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Lifetime's Drop Dead Diva Draws Decently for Debut

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Lifetime on Sunday night (July 12) drew a crowd with the premiere of its new drama series Drop Dead Diva, averaging 2.81 million total viewers in the 9 p.m. time slot, per Nielsen fast nationals.

While last night’s opener didn’t deliver as many viewers as the June 3, 2007, premiere of Army Wives (3.47 million), Drop Dead Diva should thrive in its time slot, which offers a mixed bag of programming options. (Among the series Diva goes head-to-head with are: USA Network’s Law & Order: Criminal Intent, History’s Ice Road Truckers and Food Network’s The Next Food Network Star.)

The one-hour Diva premiere also put up big numbers among its target demos, averaging 1.03 million women 25-54 and 908,000 women 18-49.

At 10 p.m., lead-out Army Wives enjoyed its largest audience of the season, averaging 3.83 million viewers, an improvement of 11 percent versus its season-three average.  Wives also delivered 1.49 million women 25-54 and 1.33 million women 18-49.

Diva stars Brooke D’Orsay as a dead fashion model who is reincarnated as a plus-size attorney (Brooke Elliott), in what the network characterizes as “the ultimate showdown between brains and beauty.” The series is produced by Sony Pictures Television.