On the one hand, it seems like an obvious fit–Osteen appeals to women and women are the primary “purchasers” of faith. On the other hand, Lifetime is the home of weepy movies, many containing women (and men) of questionable moral character–at least from a conservative perspective.
That said, I’m not sure if this says more about religion on television or simply the poor fortunes of Lifetime. The #1 cable network a few years ago has found itself slipping in the ratings of late (even with the addition of Project Runway). Perhaps they needed the steady check from Osteen to offset the advertising declines of racier fare.