Lifetime Networks Expands Leadership Position as the Only Media Company Offering a Singular Branded 360-Degree Experience for Women With Wide Array of New 2008-09 Digital Initiatives

Lifetime Networks Expands Leadership Position as the Only Media Company Offering a Singular Branded 360-Degree Experience for Women With Wide Array of New 2008-09 Digital Initiatives

"Hollywood Tails," "Mommy Madness" And "Street Doctors" Jump Start Slate Of More Than 15 Original Webisode Series

Dressupchallenge.com Heralds Version 2.0 of Lifetime's Runaway-Hit Game "My Story Is ... Makeover"

Launch of Lifetime-Glam Network

Revamped Community and Video Channels to Premiere in Third Quarter

NEW YORK, April 14 /PRNewswire/ -- Lifetime Networks will expand its leadership position as the only media company offering a singular branded 360-degree experience for women -- featuring a consistent, powerful brand across all platforms -- with a diverse array of new initiatives from Lifetime Digital in 2008-09.

Building upon its status as the leading provider of content, casual games and community for women across all digital outlets, Dan Suratt, Executive Vice President, Digital Media and Business Development, today announced a slate of more than 15 original broadband webisode series and a groundbreaking new dress-up game. Suratt also said Lifetime Digital is launching a new network of sites to reach the Lifetime woman, revamped community and video sections on myLifetime.com, and a bevy of new content offerings, including a photo captioning channel, a beauty makeover tool, a movie mash-up application and a slew of new blogs.

MyLifetime.com, a top 25 online gaming site with new games every week, will leverage the success of "The My Story is ... Makeover" game -- which has registered more than six million visits and 15 million page views -- with the debut of Dressupchallenge.com in late April. The site invites the audience to create makeovers, enter them in weekly challenges to win prizes, vote on the best makeovers and interact with other game-players in a dynamic community.

Lifetime Digital will extend its reach, branding and sales opportunities to more than five million unique visitors per month when the Lifetime-Glam Network kicks off this month. The new co-branded vertical network of woman-focused websites and blogs unites the #1 cable network for women with the #1 provider of reach for women online. It will also include more than 12 sites at launch that offer advertisers reach for the women who comprise the Lifetime target audience.

MyLifetime.com will support the return of the network's hit programming by unveiling a new broadband video channel in June that will feature full episodes of Lifetime series such as the smash hit "Army Wives" and the Peabody Award-winning "Project Runway," as well as full-length screenings of select Lifetime Original Movies each month.

More than 2.5 million people have registered as myLifetime.com members and the site will cater to this large audience starting in the Third Quarter of 2008 with a revamped community section that will enable women to connect with each other, express themselves, and share the stories and images of their lives. The site will offer dynamic profiles with extensive multimedia modules so that women can share photos and videos of their family, pets, hobbies and more. The community will offer extensive groups providing functionality to help women connect around topics of interest in their lives, enabling them to join official Lifetime groups (like "Army Wives"), start groups in channels that already exist (Diet & Nutrition) or start groups around topics of their choosing.

MyLifetime.com will also entertain this audience with an array of new applications centered around user-generated content. Site visitors can edit scenes from Lifetime Original Movies and create their own movie mash-ups with Lifetime Movie Mash-up starting in early May. Users will also be able to upload their photos and give themselves a new look with the Total Beauty Makeover tool set to launch in May, as well as upload photos and add stylized captions via a new photo captioning channel launching in the Second Quarter of 2008. Additionally, myLifetime.com will launch new blogs in Beauty & Style, Health, Relationships, and a new Fun channel during the Second Quarter.

Combined with the popularity of the Lifetime on-air networks, myLifetime.com provides national sponsors an unrivaled opportunity to reach women with targeted cross-platform experiences. Following in the footsteps of the successful Clean Start Challenge, which generated significant national press around 10 women who sought to follow their New Year's resolutions and make a "clean start" in 2008, myLifetime.com will launch multiple campaigns in 2008 that leverage an array of opportunities for sponsors: database and targeted e-mail marketing, editorial product integration, online and offline promotion, sweepstakes, contests and other promotional stunts, and key word ad buys.

Lifetime Digital will also reach women on the go with a new WAP site launching this month -- phase two of the site will integrate video in June -- with opportunities for advertisers to interact with Lifetime's programming via text message and mobile alerts. Lifetime will continue to grow its successful relationship with iTunes with the addition of its new shows and popular movie-pack bundles, including 15 classic Lifetime Original Movies and 12 Lifetime Movie Network Original Movies.

MyLifetime.com (http://www.mylifetime.com/), the ultimate digital destination for women's entertainment and escape, is a site where 2.7 million women per month (comScore Media Metrix, March, 2008) connect, play and share. myLifetime.com offers lifestyle content in Beauty & Style, Home & Crafts, Entertainment, Health, Relationships, and Astrology channels, original broadband video series, and full episodes, behind-the-scenes content and features that enable women to engage deeper with Lifetime's television programming. The site's games channel offers hundreds of compelling online and downloadable games, and ranks among the top 25 online gaming sites for women. The site also features a vibrant community of more than 2.5 million members who connect with each other via an array of social networking tools. Combined with the reach of the Lifetime Networks, myLifetime.com provides national sponsors an unrivaled opportunity to reach women with targeted cross-platform experiences.

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 Hearst Corporation and The Walt Disney Company.

First Call Analyst:
FCMN Contact:

Source: Lifetime Networks

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

Web site:

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

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