Relaunch a Twist for Wisdom

Jul 25, 2005  •  Post A Comment

Four months after being acquired by America Online founder Steve Case’s investment company Revolution, Wisdom Media is planning to rename and relaunch as Lime-Healthy Living with a Twist.

And Lime is looking for a programming chief.

The service will be a multiplatform media vehicle focused on the health and wellness market, one of the areas in which Mr. Case is focusing his business of late.

Since leaving AOL, Mr. Case and Revolution have been investing in resorts, health care and wellness, sectors he says he sees as primed for dramatic change. In the wellness area, Revolution has bought the Miraval spa.

The health and wellness market in the United States is valued by Revolution at $230 billion, including $20 billion spent on natural and organic foods.

“Consumers now want new choices to help them live healthier, more balanced lives,” Mr. Case said in a statement. “Lime will be the voice that inspires and unites these consumers and empowers them to make healthier choices.”

C.J. Kettler, CEO of Lime Media, said Mr. Case is involved on a day-to-day basis with the changes at Lime, but his involvement is at a strategic level.

The name change and relaunch are scheduled to take place during the fourth quarter of 2005. Lime is designed to represent “the new green,” Ms. Kettler said, embodying the trend toward healthy choices people are making for their family and home and the planet.

Lime is gender-neutral and designed to appeal to both baby boomer and Generation X’ers, she said.

Lime’s cable network, which reaches about 6.5 million homes, is the centerpiece of a business that comprises multiple platforms. In addition to its linear network, Lime will offer programming through video-on-demand and broadband, the Internet, wireless, DVD and via Sirius satellite radio.

Ms. Kettler said plans for programming the network have not settled. When Revolution acquired Wisdom, it acquired 1,000 hours of programming and some of that will be used, as will original programming the network will develop.