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The channel originally launched on September 1, 1997 as Romance Classics, a spin-off of AMC focusing primarily on romance films. It first adopted its current branding on January 1, 2001, pivoting to a general entertainment format targeting women. Later shifts in programming have included a focus on reality series, and programming targeting African American women. As of November 2023[update], We TV is available to approximately 64,000,000 pay television households in the United States.