Returning to its multi-media roots, the Oxygen cable network announced plans to launch a social networking site called Oomph.net and a broadband site called SheDidWhat.tv.

The six-year-old company, which scaled back its original Web plans when the Internet bubble burst in 2001, also unveiled a slate of new TV programs in development, including an animated series produced by Jennifer Love Hewitt.

The network is holding its first upfront sales presentation for advertisers in New York Tuesday night.

Oomph.net is designed to connect women with shared interests such as pop culture, careers, art, culture or sex.

“We created Oomph.net to be a place for emotional support for people who don’t need it. It’s designed for women who are strong, independent and have something to say,” said Gerry Laybourne, chairman and CEO of Oxygen in a statement on Tuesday.

SheDidWhat.tv will launch with a broadband original series, “Our Bodies, Myself,” a comedy about womanhood in America, hosted by Lauren Weidman.

Oxygen is working on several scripted series for TV, including “Graphic City Limits,” from producer Rob Tapert, and “Angry Little Girls,” an animated half hour based on Lela Lee’s book, produced by Ms. Hewitt.

Reality shows in development include “Rodeo Girls;,” “Viva Hollywood,” about aspiring Latino actors; “Adfight,” focusing on advertising students; “Smoke and Mirrors” about women firefighters, and “Homefield Advantage, which features NFL star Deion Sanders’ wife in small town Texas.

“We’ve hit a nerve with our original programming catering to young, confident women. This year’s development slate builds on our success and we are working with many of the biggest producers in Hollywood,” said Debby Beece, president of programming and marketing.



(Editor: Baumann)