Looking for women online? Lifetime says it has you covered.

Lifetime this week unveiled its expanded online product at mylifetime.com.

Lifetime has made partnerships that will make more content available on the site and will also put its content, and the ads surrounding it, in front of more eyeballs.

More advertisers are looking beyond 30-second spots as advertising vehicles. TV networks are looking to cobble together packages that include ads online and on mobile platforms, in an effort to keep ad dollars from migrating to new media.

One key partnership announced by Lifetime is with Glam Media. The two companies will launch a network of sites with myLifetime.com as the flagship. Material from Lifetime will be preferred content on the online network, which will more than double the reach of Lifetime Digital sponsors.

“That’s one of the major reasons we partnered with Glam was the opportunity to extend our advertisers’ reach to other sites,” said Dan Suratt, executive VP, digital media and business development, Lifetime Networks.

“In a lot of ways they can have one-spot shopping where they can get one of the leading cable networks, a great women’s site and an expanded connection so that their message can reach a much larger audience with one buy.”

The site will boast a larger array of video offerings from partners including Hearst Digital. Hearst, part owner of Lifetime, will contribute more volume from its magazines, including Country Living, Good Housekeeping, Marie Claire, Quick & Simple and Redbook.

Mr. Suratt said there also will be more horoscopes and more games. The site will have more than 40 Web games and four downloadable games by next year.

MyLifetime.com still will host official sites for Lifetime’s TV shows. But the site aims to be much more than a promotional page for the cable network.

“What you’re seeing from the get-go at the home page is an increased amount of content that is relevant to women in their lives, so it’s not just programming content,” Mr. Suratt said. “It’s content that’s focused on giving women an escape to either express an opinion, play a game or watch a video. It’s about that 20 minutes that a woman gets in the day when she can kind of check out.”

It’s also about creating engaging content for advertisers that crosses multiple platforms.

“Glam’s network is now 24 million unique users. Our broadcast reach is about 48 million women a month,” Mr. Suratt said. “You’re talking about every woman 18 to 49 in a large way.”

Lifetime is a leader in entertainment on TV, and “what we’re trying to do is create that same environment across digital platforms.”

Lifetime already has a number of digital advertisers. On the site now is a “Holiday of a Lifetime” photo contest sponsored by KFC.

“What this is is user-generated content, where people upload their favorite family photo and other people rate them, and there’s ultimately a winner of the contest,” Mr. Suratt said.

In less than a week and a half on the old site, there were more than 1,200 photos submitted, and 1,345 voters, which he called an unbelievable number in a relatively short time.

“What it does is it gets people comfortable with the brand, in this case KFC, and they have a great online experience, combining both user-generated content and an advertiser’s message,” he said. “So now, if you can imagine, we take that to the Glam Network, now you’re just expanding it that many more times.”

The site has begun to air original content. One Web series, comedian-housewife Angela Hoover’s “Mommy Madness,” is already up. Lifetime plans seven original Web series this year and 16 in 2008.

Advertisers will be able to sponsor the original Web series. Mr. Suratt said the site is starting slowly with sponsorship, but activity will pick up in the first quarter.

“We want to give people the opportunity to get into the programming and to enjoy it,” he said. “I don’t want them to immediately get thrust with an ad when they come to the site to experience content for the first time.”

TV-related content online will be available also, so that advertisers can own Lifetime shows on multiple platforms, such as Procter & Gamble’s sponsorship of “Army Wives.”

“Now with this increased reach through Glam, through mobile, you really can essentially put the association an advertiser has with the content on every platform,” Mr. Suratt said. “We offer to an advertiser something that not many other people can do in a realistic manner in terms of women’s entertainment. You’re either cobbling it together and it’s not a consistent brand experience, or you just don’t have the reach that we have.”