Lifetime Expands Digital Business

NEW YORK, November 13:
Lifetime Networks has re-launched and re-branded its website as myLifetime.com,
and has aligned with online media provider Glam Media for the creation of a new
co-branded vertical network of women-focused websites.

myLifetime.com will
feature games, relevant community functionality, and relatable content on
topics ranging from relationships, health, beauty and style, and home and
crafts to entertainment. The new site will also highlight original broadband
programming and full-length episodes, features and more that will enable
viewers to engage deeper with Lifetime's on-air programming.

myLifetime.com will offer
a slate of original broadband programming, which will include the 10-episode
series Gift Intervention, hosted
by Lizz Winstead, the co-creator of The Daily Show. Premiering in the first quarter of 2008, the
series sees recipients of bad gifts confront their gift givers.

myLifetime.com will also
showcase content surrounding Lifetime's on-air programming, which will be
bolstered with full episodes, exclusive scenes and actor interviews from the
network's top-rated 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.

The rebranded website will
also be supported by partnerships with digital media providers such as Glam
Media, RealArcade, RevolutionHealth.com, About.com, Hearst Digital and others.

Glam Media has teamed up
with Lifetime for the development of a new co-branded vertical network of
women-focused websites and blogs within the Glam Media publisher network. The
re-branded myLifetime.com will serve as the flagship site of the vertical
network.

As part of the agreement,
both companies will also syndicate content, including a Glam-powered Beauty
& Style channel on Lifetime's website, and Lifetime's broadband video, games
and other original content on Glam.com.

On the gaming front,
Lifetime will build upon its successful relationship with casual game provider
RealArcade by launching the Lifetime Games Club on myLifetime.com, starting in
the 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 and member alerts. 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.

Hearst Magazines brands,
which include Country Living, Good Housekeeping, Marie Claire, Quick &
Simple and Redbook, are syndicating their 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 thanks to easy-to-follow steps they can do at home.

The health website
RevolutionHealth.com has also agreed to power the myLifetime.com Health
channel, which 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 will also power a
special mini-site in the Home & Crafts channel which will feature a
different theme each month.

myLifetime.com's core
content offering will also be available on web enabled phones in 2008.

"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 Dan Suratt, the
executive VP of digital media and business development at Lifetime Networks.
"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."

—By Irene Lew