Lifetime Networks to Acquire ParentsClick Network, Inc., Marking First-Ever Digital Acquisition

Lifetime Networks to Acquire ParentsClick Network, Inc., Marking First-Ever Digital Acquisition

Social Network and Digital Media Technology Company to Power Community Functionality for Growing Lifetime Digital Properties Including www.myLifetime.com and LMN.tv

Lifetime Opens Digital Media Office in San Francisco

NEW YORK, Aug. 27 /PRNewswire/ -- Lifetime Networks today announced its first-ever digital acquisition with the purchase of ParentsClick Network, Inc., a privately held social network and digital media technology company that has developed an online community application for creating customizable, content-rich websites for active parents and their real-life groups. The announcement was made by Dan Suratt, Executive Vice President, Lifetime Digital Media and Business Development, Lifetime Networks. Terms of the deal were not disclosed.

Buoyed by an impressive 48 percent growth on www.myLifetime.com in July, the strategic acquisition offers Lifetime -- the leader in women's entertainment -- an important entry into the high-value, fast-growing consumer category of parenting and moms online. The technology assets will also support the network's expanding digital initiatives by accelerating the development and launch of key vertical communities on www.myLifetime.com, www.LMN.tv and www.DressUpChallenge.com .

As its flagship property, the San Francisco, CA-based company created and operates MothersClick.com, which was designed for users to find/join or start new groups, and offers free tools for all moms to share their collective wisdom online. In addition, ParentsClick Network created MomBlogNetwork.com, which was launched in late 2007 and currently features over 2,500 registered blogs. The site aggregates and promotes content in a Digg(TM)-like style, helping participating mom bloggers increase visibility and gain readership by reaching a wider audience.

"We're very excited to have the technology and leadership of ParentsClick Network join the Lifetime Digital family," said Suratt. "MothersClick.com and MomBlogNetwork.com will enable us to reach more mothers online, and we will be able to leverage the robust technology platform that ParentsClick Network has built across our existing properties and new properties to come."

"Lifetime offers terrific synergy for our business goals by combining their internet and cable broadcast strength to build our brand and market share," says ParentsClick Network founder and CEO, Dietrich von Behren. "We are thrilled to be joining Lifetime, and look forward to applying the entrepreneurial spirit as we continue to develop our network and introduce new innovations for Lifetime Digital."

Included in the development plans, the company will soon be launching a nationwide multi-site parenting network, offering hyper-localization of profile data and user-generated content. Lifetime will further enhance this effort by introducing an online ad network, allowing marketers to take advantage of the targeted consumer reach.

Additionally, Lifetime is also acquiring the company's substantial portfolio of over 200 parenting-related domains, including many brandable URLs such as www.FathersClick.com and www.MothersGroups.com.

As part of the acquisition, ParentsClick Network, Inc. is now a division of Lifetime Digital and will operate from a newly opened office in San Francisco lead by von Behren. Von Behren, who joins Lifetime as Vice President, Digital Media and Investments, will continue to lead the team which includes Andra Davidson, MothersClick.com co-founder and editor-in-chief, and Ted Serbinski, director of technology. Von Behren will report to Suratt.

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.

ParentsClick Network is a digital media technology company. Its popular flagship site, MothersClick(R) (www.mothersclick.com), is the first social networking site and online service provider designed exclusively for active moms and their groups. The site introduced the world's first geo-mapping system to help moms locate existing mothers' groups in their local areas and globally. MothersClick provides the free tools and services for organizing and managing real-life moms' groups by improving member communications, planning for events and activities, such as playgroups and co-ops, and -- most of all -- the site helps maximize the value of moms' time spent online by tapping into collective wisdom: Asking questions and finding answers to the experiences of motherhood and parenting. ParentsClick Network also owns and operates MomBlogNetwork.com. For more information, visit www.parentsclick.com .

Source: Lifetime Networks

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

Web site: http://www.lifetimetv.com/
http://www.parentsclick.com/
http://www.mylifetime.com/
http://www.lmn.tv/

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