After a series of ownership changes, the channel was relaunched into its current name in 2012 with the Lifetime branding licensed by A&E Networks.

On January 18, 2008, Canwest Global[2] acquired control of Showcase Diva through its purchase of Alliance Atlantis' broadcasting assets, which were placed in a trust in August 2007.

[3] On October 27, 2010, ownership changed again as Shaw Communications gained control of Showcase Diva as a result of its acquisition of Canwest and Goldman Sachs' interest in CW Media.

[4][5] On May 30, 2012, it was announced that Showcase Diva would be rebranded as a Canadian version of Lifetime on August 27, 2012, through a brand licensing agreement with the U.S. channel's parent company A&E Networks.

[9] It was later added in February 2023 to the Global TV app along with the Canadian version of the Magnolia Network.