Lime Time for Case


America Online Inc. cofounder Steve Case’s entry into the cable-television business will come with a twist.

Case’s company, Revolution -- which also owns Miraval Life in Balance Resorts -- purchased Wisdom TV in April and will rename the service Lime.

The relaunched service, though, will largely follow Wisdom’s tack of serving the health-and-wellness category, according to network CEO C.J. Kettler.

Wisdom was initially founded by the late Bill Turner in 1999.

Kettler, a former Oxygen Media Inc. sales and marketing executive, said the name and the network’s tag line -- “healthy living with a twist” -- correlates well with its mission of providing information and programming that reflects a more eco-friendly lifestyle.

At the outset, Lime will retain much of Wisdom’s programming content, Kettler said, but it will integrate more of its own acquired and originally produced shows after the first quarter of 2006.

Lime will also inherit Wisdom’s 6.5 million subscribers through deals with such MSOs as Comcast Corp., Insight Communications Co. Inc. and satellite provider EchoStar Communications Corp.’s Dish Network.

Kettler said the network hopes to pick up more subscribers prior to its launch, although she would not detail any negotiation specifics. She added that Lime will have appeal beyond traditional niche health-conscious viewers.

Lime general manager Noreen O’Loughlin said the network will also offer a video-on-demand service and feature a Web site.

O’Loughlin -- the former AMC general manger who lost that job amidst alleged accounting irregularities at Rainbow Media Holdings LLC in 2003 and most recently was with New York consultancy Sullivan & Co. -- said Lime’s multiplatformed approach will provide greater value to operators looking to better serve their subscribers.

For more on Lime, please see R. Thomas Umstead’s story on page 64 of Monday’s issue of Multichannel News.