TV WEEK: Witches of East End series premiere billboards...

Witches have certainly been in vouge this year, from the big screen Hansel & Gretel: Witch Hunters, to the iconic three witches in Oz The Great and Powerful, plus the search for the next Twilight mega-franchise with films like Beautiful Creatures.

On the small screen in recent years we've seen shows like Once Upon a Time and Grimm embrace the realms of fairytale, folklore and magic, plus FX's horror anthology American Horror Story is back for a third season, with the witch-themed Coven.

There's no surprise then that Lifetime wants to get in on the supernatural action with its own new series, Witches of East End.

Inspired by Melissa de la Cruz's best-selling book of the same name, Witches of East End follows the lives of the mysterious Beauchamp family in Long Island's seaside town of North Hampton.

Julia Ormond plays 'Joanna', the mother of two grown daughters, wild-child bartender 'Freya' (played by Jenna Dewan Tatum) and shy librarian 'Ingrid' (played by Rachel Boston).

When their family is threatened, she must reveal to her daughters that they possess untapped incredible powers and are in fact immortal witches.

With a cast of bright young things that are easy on the eye and with perfect timing with Halloween fast approaching, it looks like this new witching hour will be an interesting addition to the fall television lineup (although surely not as bloody and shocking as American Horror Story: Coven).

The Witches of East End was teased with this green eye 'The witching hour is coming' ad creative from the end of August along Sunset Plaza and the bottom of Barham Boulevard, whilst the 'Careful what you witch for' and series premiere cast billboards were spied along Sunset Boulevard around September 16, 2013.

The new show certainly looks like it'll be heating up things this season on Lifetime, but will it be able to cast its spell over a large enough audience. If only Daily Billboard had a crystal ball to divine its future.

UPDATED: The witching hour continues with this ad creative featuring Julia Ormond in the same style as the earlier Jenna Dewan Tatum version, spied along San Vicente Boulevard at Wilshire Boulevard on October 18, 2013.