Lifetime Commits to Online Series

Jan 31, 2005  •  Post A Comment

He might not be that into you, but maybe you’re not that into him either.

That’s the premise behind Lifetime’s first original broadband series, which premieres online Feb. 1 at lifetimetv.com.

The kiss-and-tell show is based on the new book “Be Honest: You’re Just Not That Into Him Either” by Ian Kerner, a response to the popular dating guide “He’s Just Not That Into You” that is based on a philosophy first mentioned in a “Sex and the City” episode.

The Lifetime broadband series, titled “Kiss + Tell With Dr. Ian Kerner,” will include relationship advice from Mr. Kerner based on questions users submit through the Web site. It will also feature live-action vignettes depicting relationship situations in a comedic light, said Kris Soumas, VP of content development and brand extensions at Lifetime.

A new six-minute episode will premiere online every two weeks.

The series premiere coincides with the start of Lifetime’s “Sex, Love and Lies” Valentine’s Day movie marathon, which runs the first two weeks of February.

Mr. Kerner and comedian Amy Sedaris will promote the online show in a series of on-air interstitials during Lifetime’s prime-time movie content.

If the series goes well, it will become an ongoing feature on the site, Ms. Soumas said. Lifetime also will likely launch more broadband series and migrate the more successful ones to air over time.

The network should have advertisers on board with rich media ads in the next week or so, said Lisa Black, VP of business and marketing development. “We are also exploring opportunities for product integration,” she said.

She added that Lifetime expects the show to be one of the top three visited sections of the site. Lifetime’s Web site averages 2.4 million unique visitors per month.