Of Dogs And Men On New WE TV Site

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Los Angeles--WE TV is refreshing its Web site, switching from a promotional site for its channel content to more of a social contact and lifestyles site.

Under the umbrella of www.wetv.com, the network is launching secondary destinations for the different stages in a woman’s life: as a single, preparing for marriage, expecting a baby and as a mom. The niche areas will contain new Web-only content, such as original Web series and other short-form programming.

Other content areas will mine topics such as pets and food.

Kim Martin, the channel’s executive vice president and general manager, said research has shown that the channel’s viewers can be defined as “I do-ers,” women who make buying decisions for the home. The WE TV site was judged as a good source of some information for these women, but not as a destination for reaching other females in the same life stage, channel executives said.

Two of the niche areas, for singles and brides-to-be, had soft launches last week. The other targeted areas will be activated by the fourth quarter, said Jennifer Robertson, vice president, digital and emerging media.

Among the original online content: a 15-episode shortform series called Puppy Wedding in the bridal area, and a series debuting in July on the singles page called Hot Coffee Break, which will feature a daily short of shirtless men doing mundane things.

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