Lifetime Television Launches Second Annual 'Don't Skip a Beat' Multi-Platform Heart Health Awareness Initiative

Lifetime Television Launches Second Annual 'Don't Skip a Beat' Multi-Platform Heart Health Awareness Initiative

Lifetime Teams Up With The Heart Truth, Mrs. Laura Bush and Academy Award(R)- Nominated Actress Angela Bassett for a Star-Studded Fashion Show and Original Public Service Announcements

NEW YORK, Jan. 29 /PRNewswire/ -- Lifetime Television launches its second annual "Don't Skip a Beat" multi-platform heart health awareness initiative starting in February, American Heart Month. Informed by national, leading experts and advocates on women and heart disease, the Network offers original programming, online resources and community outreach -- all aimed at providing women with life-saving information about heart disease, the number one killer of women. This effort is part of the Network's over-arching women's health and well-being campaign, "My Lifetime Commitment: Living Healthy." "Don't Skip a Beat" encourages women to take steps which could lower their risk for heart disease by as much as 82%.

In partnership with The Heart Truth, Lifetime is serving as the media partner of star-studded The Heart Truth's Red Dress Collection 2007 Fashion Show to be held in New York City's Bryant Park, during Mercedes Benz Fashion Week, on Friday, February 2nd, National Wear Red Day. Angela Bassett, Betsey Johnson, Billie Jean King, Camilla Belle, Danica Patrick, Katharine McPhee, Kelly Ripa, Kim Cattrall, Kimberly Guilfoyle, Kristin Chenoweth, Lauren Hutton, Marlee Matlin, Mary Hart, Natalie Morales, Paula Zahn, Phylicia Rashad, Rachael Ray and Sheila Johnson are confirmed to participate in this year's show.

Lifetime is producing the opening video for the fashion show, which features special interviews with Mrs. Laura Bush, Ambassador of The Heart Truth campaign, and Academy Award(R)-nominated actress Angela Bassett. The fashion show, opening video and exclusive behind-the-scenes footage will be made available on LifetimeTV.com and Lifetime On Demand.

Mrs. Bush and Angela Bassett are also lending their voices to help educate women on the importance of heart health by appearing in original PSAs, produced in partnership with The Heart Truth, which will air on Lifetime on February 2nd and throughout the month of February. Additional original PSAs featuring tips on how to reduce the risk of heart disease will air on Lifetime and through a partnership with XM Satellite Radio.

Specific "Don't Skip a Beat" elements include:

ON-AIR

Lifetime is airing an informative slate of original programming and public service announcements during the month of February, American Heart Month, including:

* THE U.S. PREMIERE OF "A VALENTINE CAROL" -- airs Sunday, February 11,
9:00PM-11:00PM (ET/PT) -- A Valentine's Day re-imagining of A CHRISTMAS
CAROL. Carolyn is an irrepressible romantic, but she gets cold feet on
the eve of her engagement to Maybe-Not-So-Mr.-Right, and is visited by
three "spirits" of Boyfriends Past, Present, and Future, one of whom
died of heart disease, to restore her faith in true love. Starring Emma
Caulfield. An original PSA starring Emma Caulfield addressing women's
risk for heart disease will air immediately following the film.

* ORIGINAL PUBLIC SERVICE ANNOUNCEMENT CAMPAIGN -- airing throughout the
month of February -- PSAs with Mrs. Laura Bush and Academy Award(R)-
nominated actress Angela Bassett both developed in partnership with The
Heart Truth. Additional PSAs featuring heart healthy tips will also be
featured throughout the month.

* THE HEART TRUTH'S RED DRESS COLLECTION 2007 FASHION SHOW ON DEMAND --
available on Lifetime on Demand -- As media partner, the Network will
feature The Heart Truth's Red Dress Collection 2007 Fashion Show and
exclusive behind-the-scenes footage on Lifetime on Demand. Lifetime on
Demand, Lifetime's VOD service, features a programming mix of full-
length episodes and special featurettes, and is available on Comcast
Cable to nearly 10 million subscribers.

ONLINE

Lifetime and The Heart Truth have teamed up to stream The Heart Truth's Red Dress Collection 2007 Fashion Show exclusively on LifetimeTV.com.

Other valuable resources will be available on LifetimeTV.com including:

* Q&A with experts on women and heart disease

* Quizzes and interactive tools

* E-cards related to heart disease

* Photo gallery of celebrities dedicated to raising awareness around women
and heart disease

* Links to partner websites

COMMUNITY OUTREACH

Lifetime is partnering with Macy's, an on-air sponsor of "Don't Skip a Beat," to bring viewers the "Love Your Heart In NYC" Sweepstakes, in which one lucky winner will receive a $1000 Macy's gift card plus a trip to New York City, which includes tickets to the Broadway show, Curtains, starring David Hyde Pierce, and a heart healthy walking tour of Manhattan.

Lifetime is distributing thousands of educational "Happy Heart Day" cards encouraging women to take steps to reduce their risk of heart disease. Additionally, to motivate women to get active, Lifetime is producing and distributing thousands of custom resistance exercise bands.

In addition, Lifetime will participate in Sister to Sister: Everyone Has a Heart Foundation's National Woman's Heart Day, free fun and interactive heart health screenings to be held in multiple cities nationwide on February 16th, 2007.

PARTNERS

"Don't Skip a Beat" is informed and supported by the following non-profit and governmental organizations: America On the Move; Centers for Disease Control and Prevention; Sister to Sister: Everyone Has a Heart Foundation; Society for Women's Health Research; The Heart Truth, a national awareness campaign for women about heart disease sponsored by the National Heart, Lung and Blood Institute, and The National Women's Health Resource Center.

Sponsors of the campaign include: Bayer, Macy's and V8.

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, LMN, Lifetime Real Women, Lifetime Home Entertainment and Lifetime Online (http://www.lifetimetv.com/) are part of LIFETIME Entertainment Services, a 50/50 joint venture of The Hearst Corporation and The Walt Disney Company.

Source: Lifetime Television

CONTACT: Cherice Walker, +1-212-424-7293, walkerc@lifetimetv.com

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

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