In Depth
12 to Watch: Andrea Wong
A little bit of success has new Lifetime CEO Andrea Wong turning up the competitive heat under the network’s staff for 2008.
Shortly after Ms. Wong replaced Betty Cohen in April, Lifetime launched “Army Wives,” which proved to be the most watched original series in the network’s history.
That helped propel Lifetime, which had seen revenues decline in 2006, to finish the year as the top cable network in total day among women 18-49 and women 25-54.
Ms. Wong was busy herself, hitting the ground running. In her short tenure, the network also relaunched Lifetime’s digital efforts with a revamped Web site and hired new executives to fill key posts in departments including marketing and research.
The year ended so well that Ms. Wong gave everyone at the network the week of Christmas off.
“I think everyone’s really energized here. There’s nothing like winning,” she said. “It tends to fire up everyone’s competitive juices.”
Ms. Wong sees her mandate as building on new momentum. She ticks off her list of priorities as “continuing to grow as a top destination for women, continuing to build our digital assets and to grow Lifetime as a brand in the digital space. And continuing to strengthen the brand and bring that energy to it, and bring the optimism and vibrancy.”
Her new marketing team, Bob Bibb and Lew Goldstein, formerly with The WB, have many plans for stepping up the network’s branding with a campaign that probably will launch in the second quarter.
In programming, the network is launching a new movie strategy under Lifetime Entertainment President Susanne Daniels and new senior VP for original movies Tanya Lopez.
”Susanne and Tanya are working hard to really energize the movies and bring Lifetime brand-defining events, which I think is exciting,” Ms. Wong said. “The Memory Keeper’s Daughter,” based on the best seller, airing in March, is the first example of the strategy, she said.
Ms. Wong also is looking to ratchet up the attention paid to Lifetime Movie Network, which has high ratings among women but a low profile.
“I think that is a huge asset for the company that is completely under-maximized right now, and there is a tremendous amount of opportunity to grow it,” she said.
Plans are to have 18 original movies on LMN. The network also is building a big event around its first miniseries, “The Capture of the Green River Killer,” scheduled to air this spring. LMN will be getting more marketing support, including paid media for the first time, as well as cross-promotion.
Ms. Wong still has one big organizational hole to fill, with a vacancy at the top of Lifetime’s ad sales teams since the departure of Lynn Picard in June. “We’re searching for the right person,” said Ms. Wong, adding that the goal for the sales organization was to build partnerships with its advertisers.
Last year Procter & Gamble sponsored “Army Wives,” and Keri Renewal skin cream is on board as sponsor for Lifetime’s new show “How to Look Good Naked.”
Like other cable networks, Lifetime is looking for a bit of a bump from the writers strike.
“It’s a bad thing for the business and it’s a bad thing for everyone, but I would say that Lifetime’s in a relatively good position,” she said. The network is set with original movies for the year because it accelerated its script development process; it has seven reality series ready to launch during the year. But the strike will put the return of “Army Wives” on hold.
“So while we love ‘Army Wives,’ and we can’t wait for it to come back, we will be pretty well positioned to get through the strike,” she said.
AT A GLANCE
Name: Andrea Wong
Title: President and CEO of Lifetime Entertainment Services
Year of birth: 1966
Place of birth: Northern California
What to watch for: After inheriting a success with “Army Wives,” can Ms. Wong put her stamp on the No. 1 women’s network and bring in more younger viewers with reality shows and big movie events?
Who knew: Ms. Wong got her degree in electrical engineering from MIT.
Leave a comment
Comments 37
Jan
I missed the final episode of Army Wives, is there any way to view it before Season 2 airs?
When does Season 2 begin?
Steve Baker
I missed the final episode of Army Wives, is there any way to view it before Season 2 airs?
When does Season 2 begin?
barbara
Doesn't it stand to reason that if as you say "Shortly after Ms. Wong replaced Betty Cohen in April, Lifetime launched “Army Wives" the show was on the table BEFORE Ms. Wong arrived and she inherited a good thing? I don't know this to be the case as I don't have anything, whatsoever to do with this business. But I do wonder, given the lead time for shows such as this scripted shows that is.
Oil Change
Thanks for posting this. Would be intrested to read more or possibly please contact me by email thank you!
Beatrice Weinstock
I would like to get this message to Andrea. I don't know where she is currently. Please let me know how I can reach her or if she can contact me at the above email address. Thank you.
Beatrice Weinstock
Huntingtown remodeling
Wonderful to read!
Buy Backlinks
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)
Get Backlinks
I really like the colors here on your blog. did you design this yourself or did you outsource it to a professional?
Link Building Services
Amazing freakin blog here. I almost cried while reading it!
Backlinks
Hey how are you doing? I just wanted to stop by and say that it's been a pleasure reading your blog. I have bookmarked your website so that I can come back & read more in the future as well. plz do keep up the quality writing
Link Building
High quality info here! Keep up the great work. I love the feelings being expressed.
More Fans
Neat blog layout! Very easy on the eyes.. i like the colors you picked out
Buy Backlinks
I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success :P
Burton Haynes
The new Zune browser is surprisingly good, but not as good as the iPod's. It works well, but isn't as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that's not an issue, but if you're planning to browse the web alot from your PMP then the iPod's larger screen and better browser may be important.
Buy Backlinks
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Buy Backlinks
You make blogging look like a walk in the park! I've been trying to blog daily but I just cant find writing material.. you're an inspiration to me and i'm sure many others!
Buy Links
I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it's rare to see a nice blog like this one these days.. :)
Backlinks
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Buy Links
Keep focusing on your blog. I love how we can all express our feelings. This is an extremely nice blog here :)
free credit score
Gute Idee und außerdem auch schoene Homepage.
Web Designer Phoenix
High quality info here! Keep up the great work. I love the feelings being expressed.
Web Design Phoenix
Great blog!! You should start many more. I love all the info provided. I will stay tuned :)
Get Backlinks
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Buy Backlinks
Love all the opinions expressed here! How is everyone? Love how everyone expresses whatr they feel :)
Backlinks
I am extremely impressed with your writing skills and also with the layout on your blog. Is this a paid theme or did you customize it yourself? Either way keep up the nice quality writing, it's rare to see a nice blog like this one these days.. :)
Backlinks
This is good info! Where else can if ind out more?? Who runs this joint too? Keep up the good work :)
Carpet Cleaners in Brooklyn
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Seo Services
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Sex Tube
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Wedding Aisle Runner
I love your blog.. very nice colors & theme. Did you create this website yourself or did you hire someone to do it for you? Plz reply back as I'm looking to create my own blog and would like to know wheere u got this from. thanks
Buy Backlinks
Interesting layout on your blog. I really enjoyed reading it and also I will be back to read more in the future.
Get Backlinks
Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.
moncler boots on sale
Hello there, Will you be writing a a different write-up? The hubby and myself have place in some time exploring more than your net site and interestingly you d iscussed a little bit some thing we have been referring to only the other week with our neighbour. We very often notice ourselves quarrelling through the littlest of things, is notit ridiculous?
Cheap North Face Jackets
Would you mind if I reference a couple of sentences from your submit? I am studying for challenge for highschool. Thanks!
Buy Links
Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.
Buy Links
Neat blog layout! Very easy on the eyes.. i like the colors you picked out
FreePornVideos
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.