Lawless to represent Cheer Channel Inc

Will be responsible for licensing Secret Diary of an American Cheerleader and more.
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Lawless Entertainment has struck a deal with Cheer Channel Inc to represent the online cheerleading network.

It will be responsible for publishing, licensing, merchandising and program sales of existing Cheer Channel content, including web series Secret Diary of an American Cheerleader and Cheer Channel TV on the Dish Satellite Network.

Cheer Channel is run by CEO and founder Cindy Villarreal – the former Dallas Cowboys Cheerleader, NBA Dallas Maverick Dancer and NFL executive. Its programming includes coverage of global cheerleading events, news, interviews and more.

Secret Diary of an American Cheerleader received over 675,000 views on YouTube in its initial six-week run.

“I have known and admired Cathy over the many years we have spent in the television industry both in production and distribution,” said Lance H. Robbins, president of Cheer Channel and Cheer Channel Digital Entertainment. “We look forward to working with her and her talented team to licence and expand our brand around the globe”. 

Robbins is a former president of Saban Entertainment and executive with the Fox Family Channel, and has produced hundreds of hours of network and cable TV movies and series.

“We are honored to work with Cindy and Lance on this fantastic project,” added Cathy

Malatesta, president of Lawless Entertainment. “Cheerleading in film and television is not only a part of American popular culture, but extends to cheerleaders and fans in more than 100 countries around the world.”

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