WE Builds House for 'She' to Anchor Stunt - Multichannel

WE Builds House for 'She' to Anchor Stunt

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WE: Women's Entertainment, with a little help from Sears, Roebuck and Co., will let viewers design the interior of a dream house, keying a summer programming stunt and attendant sweepstakes.

The network is breaking ground on a waterview property on Long Island's upscale East End. Construction of the 2,500-square-foot "She House" and its interior will be influenced by WE watchers who log on to the channel's Web site (www.we.tv).

For 12 weeks beginning July 11, WE will telecast She House Cinema
every Friday night from the construction site.

Senior vice president of marketing Lee Heffernan said themed films like The Money Pit
will air within a two-and-a-half-hour block, supplemented by five wraparound segments, which will, in effect, comprise a 30-minute original She House
series.

She House's foundation is consumer research that underlines women's passion for home design and decorating, as well as their control of the purse strings.

"Sears, Home Depot and Lowe's used to be a man's world," said Heffernan. "More and more women are now going to these outlets and making choices."

She House
also continues the home-decorating programming trend that has seen HGTV enjoy 14 percent ratings growth to a 0.8 in 2003, and TLC's Trading Spaces
become a top 10 cable show, drawing 3.7 million viewers on Saturday nights.

Variations continue to spring up: Discovery Kids is set to launch Trading Spaces: Boys Vs. Girls
in May, while Country Music Television will premiere CMT Ultimate Country Home, in which stars will work on parts of a 3,600-square-foot residence, on April 7.

WE, which will bow the reality decorating series Mix It Up in October, is currently scouting for a She House host and head carpenter, who will update the structure's progress in the show's open. Competing design teams will present different room plans. Viewers will then be able to vote online for their favorite, work on which will then be shown the following week.

Voters will be entered into a sweepstakes for the house, with the winner announced on the show's Sept. 26 finale.

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