Lifetime Networks will take a larger leap into cyberspace with the development of new, Internet-exclusive scripted and reality as part of last week’s launch of its myLifetime.com Web site.
Along with new shows, the site — formerly LifetimeTV.com — will benefit from strategic alliances with such companies as Glam Media, Real Arcade, Revolutionhealth.com, About.com, and Hearst Digital to create female-targeted Web content revolving around such areas as games, activities, relationships, health, beauty/style and entertainment, according to Lifetime executive vice president of digital media and business development Dan Suratt.
The site will also continue to stream episodes from such Lifetime shows as Blood Ties or Lisa Williams: Life Among the Dead that were video mainstays of the LifetimeTV.com. That site experienced a 260% increase in unique users, compared to the same period last year, Suratt said. Lifetime has averaged around 3 million unique users per month thus far in 2008.
The revamped myLifetime.com site will offer seven Webisode series by year-end and at least 16 original Internet shows during 2008. Among the new programming: Mommy Madness, a 12-episode series featuring comedian Angela Hoover as a mother raising two young children in Las Vegas; and Gift Intervention, a 10-episode series developed by The Daily Show co-creator Lizz Winstead, in which the givers of bad gifts are confronted by their recipients.
Non-scripted fare set to launch later this year will offer content from the beauty and style, home and crafts, health and astrology genres.
“It’s a huge opportunity for us, given what the Lifetime brand and programming means to women from a broadcast perspective, to extend that relationship on the Web,” Suratt said. “We’re offering original programming on the Web that we think our audience will find entertaining.”
Relative to partnerships, Lifetime’s will team with Glam Media to create a new co-branded network of some 20 women’s Web sites and blogs within the Glam Media publisher network.
Lifetime will build upon its successful relationship with leading casual game provider, RealArcade, by launching the Lifetime Games Club on myLifetime.com starting in the second quarter of 2008. Suratt said Lifetime under the partnership will offer more than 50 casual games — at least one new online game per week — for play on the site or to download to computers.
“It’s an incredible space for us because our users have shown us repeatedly that they are avid gamers,” he said. “It’s a real growth area and it’s something that really resonates with women — when they get those 20 minutes to escape for a while, it gives them a chance to decompress and have some fun.”
Online heath site RevolutionHealth.com will power the myLifetime.com health channel with articles, features and other tools, while content from about.com will back a mini-site within myLifetime.com’s Home & Crafts channel.