In 2013, A&E Networks UK hired Heather Jones as general manager. Jones pushed having a free-to-air channel starting in her interview. Other US competitors have launched free-to-air channels in the UK with Turner Broadcasting's TruTV in August 2014, Viacom's Spike in April 2015 and Fox's YourTV on Freeview in October 2015. A&E Networks announced a free-to-air factual entertainment channel for the UK in the third quarter of the year. A&E Turkey had already launched its Lifetime as a free-to-air channel. The channel launched on 20 September 2016, and is the first free-to-air channel launched by A&E Networks UK on Sky and Freeview.