In 2012, Lifetime announced it's intentions to film a pilot for the series with 20th Century Fox and Pacific 2.1. Filming for the pilot took place in Macon, Georgia and Wilmington, North Carolina, with Julia Ormond starring as Joanna Beauchamp. Rachel Boston and Jenna Dewan-Tatum were later announced as being attached to the pilot, playing Ingrid and Freya respectively. The Role of Wendy Beauchamp (Portrayed by Madchen Amick) was originally intended to be a guest role but the writers loved her charactor so much that they made her a main charactor. Reception for Witches has been generally Positive.
After becoming one of Lifetime’s youngest skewing scripted series ever, with a median age of just 46, the first season averaged 3 million viewers whilst up against stiff competition. In November 2013, Lifetime announced that it had renewed Witches for a full second season, consisting of 13 Episodes. The Second series is set to begin production in April.
Lifetime launched a heavy marketing plan for the series in 2013. Launching Billboards and advertisements. Lifetime also commisioned a large interactive multimedia billboard which branded the entire Columbus Circle station in New York City equipped with a 3x3 array of flatscreen's showcasing a giant motion driven eyeball.
Lifetime aired all but 1 episode of season one on a weekly basis, with the first season consisting of 10 episodes premiring on Sundays, the final episode was pushed back two weeks due to scheduling.