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On August 31, 2009, all three Showcase channels got new looks.
On May 30, 2012, Shaw Media announced that Showcase Diva would also be re-branded as a Canadian version of Lifetime as part of a brand licensing agreement with A+E Networks, in which The Cave would re-brand as a Canadian version of H2 and History Television would re-brand as a Canadian version of History in fall 2012.
Showcase Diva re-branded as Lifetime on August 27, 2012
In 2013, Lifetime modified their logo, to match the US one.