 The company formed an in-house advertising agency, 45th & Dean, under executive vice president and general manager of FYI Network Paul Greenberg in May 2016.In February 2017, A&E's in-house ad agency, 45th and Dean, was planning on developing new shows for Snapchat's Discover platform.The Digital Media division launched its first direct to consumer streaming service, Lifetime Movie Club, in September 2015.