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Lifetime Builds Web Identity

Sep 2, 2007  •  Post A Comment

Lifetime is relaunching its Web site, adding more women’s lifestyle features and video.
Like many cable network Web sites, Lifetimetv.com has mostly been used as a promotional platform for TV programming. The new site, some elements of which are already online, is designed to provide women who watch Lifetime with an online location where they can find information and entertainment and communicate with one another.
“What has been missing is the connection between the Lifetime brand and the experience with women in a digital space, and that’s what needs to be created,” said Dan Suratt, executive VP of digital media and business development for Lifetime.
For the past year, Lifetime has been building up its Web site and traffic has doubled in terms of both unique visitors and page views.
Much of the traffic comes from online casual games.
“There’s a real misperception about who plays online games. Everyone thinks it’s teenage boys, but it’s actually women. It’s women 18 to 49 and older, and we see it every month,” Mr. Suratt said.
The site now features dress-up games, trivia games and versions of mahjong.
Over the next few months, Lifetime will be adding lifestyle material on beauty, fitness and cooking to the site using both text and original video.
The site will be the home for replays of some Lifetime TV shows, and the network is having original series produced that are intended for broadband only.
Having a hit show like “Army Wives,” which has generated millions of viewers on cable, will bring new users to the Web site, Mr. Suratt said.
“That is a real reason to want to watch the show online or to connect with it in a different way, and through that connection they’re also exposed to all our other programming online, but also to all the other assets that we’ve collected in terms of the lifestyle content, whether it’s home and crafts, or beauty and style or entertainment news,” he said.
The site is not designed as a social networking site, like a MySpace for women, but it will enable users to talk about relevant topics. Mr. Suratt said.
This month, Lifetime hopes to be ready to launch a marketing campaign to drive viewers to the site, he said.
Lifetime also will be more heavily promoting its wireless applications.

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