Marking Dramatic Expansion of Its Digital Business, Lifetime Networks, the Leader in Women's Entertainment, Re-Launches and Re-Brands Its Online Destination as myLifetime.com, the Ultimate Digital Entertainment Escape for Women

Marking Dramatic Expansion of Its Digital Business, Lifetime Networks, the Leader in Women's Entertainment, Re-Launches and Re-Brands Its Online Destination as myLifetime.com, the Ultimate Digital Entertainment Escape for Women

Lifetime Digital Teams with Glam Media, RealArcade, RevolutionHealth.com, About.com, Hearst Digital and Others to Offer Leading Cross-Platform Experience

NEW YORK, Nov. 12 /PRNewswire/ -- Lifetime Networks, the leader in women's entertainment with the two highest-rated women's basic cable television networks (Lifetime Television & Lifetime Movie Network), today announced the launch of myLifetime.com, heralding the arrival of the ultimate digital destination for women's entertainment and escape. The announcement was made by Dan Suratt, Executive Vice President, Digital Media and Business Development, Lifetime Networks.

(Photo: http://www.newscom.com/cgi-bin/prnh/20071112/NYM075 )

"LifetimeTV.com has experienced 260 percent growth year-to-year and it's time to build on that powerful momentum with this evolution to myLifetime.com, the ultimate digital destination for women's entertainment and escape," said Suratt. "The relationship that Lifetime has with its female audience is incredibly strong and we plan on leveraging that special bond by providing the place where women can connect, play and share."

myLifetime.com will reach women with compelling games and fun activities, relevant community functionality, relatable content on topics integral to their lives -- from relationships, health, beauty and style, and home and crafts to entertainment -- along with original broadband programming and full episodes, features and more that will enable them to engage deeper with Lifetime's on-air programming.

The site is now poised for even greater growth thanks to new content offerings and a multitude of innovative strategic alliances with leading digital media players:

                            STRATEGIC ALLIANCES    GLAM MEDIA  

In the first partnership of its kind for distributed media provider Glam Media, Lifetime Digital and Glam will team up to create the Lifetime Network, a new vertical network of women-focused sites.

myLifetime.com will be the flagship site of the network, which will launch with sites that focus on core verticals of interest to the Lifetime audience such as relationships, advocacy, home and crafts, pets, and astrology, and will more than double the reach of Lifetime Digital sponsors.

As a preferred content provider, Lifetime Digital will provide video and game content to the Glam Media audience.

REALARCADE

Lifetime will build upon its successful relationship with leading casual game provider, RealArcade, by launching the Lifetime Games Club on myLifetime.com starting in Second Quarter of 2008.

The Lifetime Games Club will offer members innovative community features and social networking abilities such as avatar creation, trophies and badges, chat, buddy lists, member alerts and more. RealArcade and Lifetime will also continue the new series of "Lifetime Presents" games, enabling the Lifetime audience to discover casual downloadable games specifically targeting their preferences and sensibilities. "Sally's Salon," the first game released in the series in August, ranked as the top-selling game in the RealArcade network for the month and ranks as one of the top-selling games of 2007. (For additional information on Lifetime Games, see below under Content Offerings.)

REVOLUTIONHEALTH.COM

RevolutionHealth.com, a leading health site founded by Steve Case that puts individuals at the center of their own healthcare, will power the myLifetime.com Health channel with best-of-breed health content.

Starting in mid-November, the channel will feature RevolutionHealth.com articles, features, tools and widgets aimed at helping women take control of their well-being and connect with others who share similar health experiences. The partnership will also include a new wellness channel and video featuring RevolutionHealth's experts, produced by the Lifetime Digital Media broadband division, for release on myLifetime.com and RevolutionHealth.com in 2008.

ABOUT.COM

One of the top 10 content sites and one of the largest producers of original content on the web, About.com powers a special mini-site in the Home & Crafts channel by tapping into its extensive network of award-wining guides. The mini-site features a different theme -- and a new source of entertaining home and crafts ideas -- each month.

In October, the mini-site highlighted "25 Hours in a Day" content -- time- saving decorating and do-it-yourself ideas -- and "Treat Yourself" tips so that women could escape and enjoy the time they saved. In November, the mini- site will transform into a "Holiday Craft Spectacular" featuring a bevy of ideas and tips to help celebrate the holidays.

HEARST DIGITAL

Hearst Magazines brands, including Country Living, Good Housekeeping, Marie Claire, Quick & Simple and Redbook, are syndicating their award-winning content to myLifetime.com in the Beauty & Style, Home & Crafts and Relationships channels within the MyLife section.

myLifetime.com and Hearst are also teaming up to co-produce "Get the Look" broadband video, rolling out 30 installments this month through the end of the year. Hosted by Redbook Beauty Director Cheryl Kramer Kaye, the videos show women how to "Get the Look" with their hair, skin, makeup and more -- without stylists or designers -- thanks to easy-to-follow steps they can do at home.

                           NEW CONTENT OFFERINGS    LIFETIME GAMES  

Lifetime Games, a top section of myLifetime.com, ranks among the top 25 online gaming sites for women and reaches one million unique visitors per month. Starting in 2008, Lifetime Games will release one new online game per week, including games based on Lifetime intellectual property, branded advergames, and Lifetime originals.

Additionally, Lifetime Games will release four original downloadable games on myLifetime.com and via its distribution partners, and support them with on- air promotion. In Second Quarter 2008, the Lifetime Games Club will launch, offering Lifetime's loyal gaming communities more ways to interact with one another while they play.

COMMUNITY

myLifetime.com has 2.35 million members and will cater to that audience in First Quarter of 2008 when it unveils community functionality to enable women to connect with each other, express themselves, and share the stories and images of their lives.

myLifetime.com will offer dynamic profiles with extensive multimedia modules such that women can share photos and videos of their family, pets, hobbies and more. The community will offer extensive groups functionality to help women connect around the topics of interest in their lives, enabling them to join official Lifetime groups (e.g. Army Wives), start groups in channels that already exist (e.g. Diet & Nutrition) or start groups around topics completely of their choosing. myLifetime.com's new community section will also offer forums and private messaging so women can join the conversation in a myriad of ways.

ORIGINAL BROADBAND PROGRAMMING

myLifetime.com will offer original broadband programming unrivaled by any other women's online destination starting with the release of seven webisode series (scripted and unscripted) in 2007 and then at least 16 original webisode series in 2008.

Lizz Winstead, co-creator of "The Daily Show," brings "Gift Intervention" to myLifetime.com in First Quarter of 2008. The 10-episode series follows recipients of bad gifts confronting their gift givers and asking, "What were you thinking?"

"Mommy Madness" debuted recently and features comedian and mother Angela Hoover in a 12-episode series as she provides her humorous take on raising young children in Las Vegas.

On the non-scripted front in Fourth Quarter of 2007, myLifetime.com features broadband video in the Beauty & Style (30 installments of the "Get the Look" collaboration with Redbook as mentioned in the Hearst Digital section above), Home & Crafts ("The Crafty Chica" with crafter Kathy Cano- Murillo and "Let's Craft with Pattie Wack" starring crafter Pattie Donham), Health ("20-Minute Workouts" with trainer Ellen Barrett and "Healthy Shopping" with dietitian Dawn Jackson Blatner), and Astrology (Ruling Planets featuring astrologer and author Christopher Renstrom) channels.

ON TV

myLifetime.com remains the home for all of the official sites and content surrounding Lifetime's on-air programming and is bolstered with full episodes, exclusive scenes, actor interviews and more for the network's top programs. Site visitors can watch full episodes of "Lisa Williams: Life Among the Dead," "America's Psychic Challenge" and "Blood Ties," and will be able to do the same with "How To Look Good Naked" in January and the return of "Army Wives" in the spring.

In addition to an interactive TV schedule and Shows and Movies channels, the On TV section features "Highlights," showcasing programming for the week and month, "Coming Attractions," a blog that features casting announcements, pilots, returning series, and more on Lifetime, and "Movies A-Z," a database of hundreds of legendary Lifetime movies.

MY LIFE

The "My Life" section of myLifetime.com features entertaining content on topics relevant to women's lives: Beauty & Style, Relationships, Home & Crafts, Health, and Entertainment.

Whether it's rating celebrity fashions in "Dare to Wear" in the Beauty & Style channel, finding low-cal alternatives to guilty pleasure foods with "Switch It, Burn It" in the Health channel or dishing about the latest romance novels with Michelle Buonfiglio in "Romance: B(u)y the Book" in the Entertainment channel, the site provides a diverse array of content appealing to every woman seeking a good escape.

ASTROLOGY

myLifetime.com's Astrology channel features daily horoscopes, weekly love horoscopes, monthly horoscopes in career & money, health & fitness, and beauty & style, and a yearly overview. The Numerology channel features myLifetime.com expert M.J. and reveals the latest in star numerology and lucky numbers.

In late December, myLifetime.com will launch the Ruling Planets channel featuring the exclusive horoscopes of astrologist and published author Christopher Renstrom, whose readings based on birthday planets help provide insight and guidance into almost every aspect of life.

MOBILE

Reaching women wherever and whenever they want, myLifetime.com's core content offering will be available on web enabled phones in 2008.

LIFETIME is the leader in women's television and one of the top-rated basic cable television networks. A diverse, multi-media company, LIFETIME is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. LIFETIME Television, Lifetime Movie Network, Lifetime Real Women and Lifetime Digital (including myLifetime.com) are part of LIFETIME Entertainment Services, a 50/50 joint venture of The Hearst Corporation and The Walt Disney Company.

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Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20071112/NYM075
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Source: Lifetime Networks

CONTACT: Gary Morgenstein of Lifetime Networks, +1-212-424-7162,
morgenstein@lifetimetv.com

Web site: http://www.lifetimetv.com/
http://mylifetime.com/

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Profile: International Entertainment