Lifetime Networks Announces Largest Women's Multi-Platform Research Project Ever Undertaken by a Television Network - 'Lifetime Women's Pulse Polls'

- Noted Researchers Kellyanne Conway and Celinda Lake Join Lifetime to Examine Differences Among Generation Y, Generation X and Baby Boomers -

- MSNBC's Willow Bay & Intuitive Entertainment Produce Special in 4Q '06 -

NEW YORK, March 21 -- Lifetime Networks today announced the "Lifetime Women's Pulse Polls," the largest women's multi-platform research project ever undertaken by a television network, weaving in a multi-pronged package providing wide-ranging and trail-blazing applications and implications for viewers, advertisers, affiliates and other business partners.

Throughout the year, the "Lifetime Women's Pulse Polls" will explore a wide range of areas examining women's lives, from consumer behavior and spending habits, their desire for and usage of new technologies, their positions on key public policy issues, and on the lighter side, their impressions of the latest pop culture icons.

The first project will be "Generation Why? (wt)," which compares three generations -- Generation Y (age 18-29), Generation X (age 30-44) and Baby Boomers (age 45-59) -- on attitudes regarding sex, men, marriage and career, culminating in an on-air special with MSNBC award-winning journalist Willow Bay.

In making the announcement, Betty Cohen, President/CEO, Lifetime Entertainment Services, said: "Lifetime has always been the expert on information about women and for women. To further serve advertisers, distributors, consumers, our own programming and, above all, America's women, the Lifetime Women's Pulse Polls will use an array of research methodologies to explore and give voice to the unique and diverse perspectives of women today, and project where they'll be in five or ten years."

Conducted by well-known pollsters and authors Kellyanne Conway and Celinda Lake, the initial poll, "Generation Why?" unearthed some provocative findings on the three generations (Full report available on request):

-- Never a better time to be a woman, but ... : While all three generations agreed it's never been a better time to be a woman, the majority believe women still face discrimination and men have more advantages in society. Though Gen Y, Gen X and Baby Boomers, all agree that the remedy to these problems is not a female boss -- the majority prefer a male boss.

-- "First comes love, then comes marriage, then comes ... ": Gen Y women advocate marriage and children at a younger age than previous generations.

-- Myths about technology: Women will buy more high-tech gadgets than men this year, but no matter their age, women still think men are much more tech savvy. Technology is the native tongue for Gens Y & X and an acquired taste for Baby Boomers. Gen X is more likely to prefer email, while boomers and Gen Y prefer face-to-face, and Gen Y is more likely to IM or blog than the other two groups.

-- Opting out: Contrary to popular misconceptions about highly-educated, highly-capable women declaring they'd give it all up to raise their children or pursue a passion, Gen Y women were least likely to say they'd leave their careers behind if they didn't need a paycheck.

Central to "Generation Why?" and on the heels of the national survey, will be a six-month, nationwide "listening tour" of women leaders and young women on college and graduate school campuses, in the workforce and in their communities, conducted by Bay with Lifetime, comparing their views with their mothers, grandmothers -- and even young men -- on a wide range of contentious contemporary issues.

These findings will serve as the basis of a Lifetime on-air special with Bay -- produced by Intuitive Entertainment, LLC -- premiering in the Fourth Quarter, 2006.

Currently Executive Producer/Anchor at MSNBC, Willow Bay has reported for CNN as the anchor of "Moneyline News Hour," co-anchored ABC's "Good Morning America/Sunday," and worked as a correspondent for ABC News and NBC's "NBA Inside Stuff." She lives in Los Angeles with her husband and their two sons.

Intuitive Entertainment, LLC is a film and television production company, dedicated to exceptional quality in visual storytelling forged by the partnership of Executive Producers Mechelle Collins and Kevin Dill. Combined, Kevin and Mechelle have over 15 years of producing experience and have produced programming for such networks as NBC, MTV, CMT, Spike, Fox, UPN, CBS, COURT TV, E!, VH1, SCI-FI, and Bravo. Projects currently in production include "Juvies" an MTV documentary series, the third season of BRAVO'S "Blow Out," and the country songwriting series "Unsung Stories" for CMT.

LIFETIME is the leader in women's television and one of the top-rated basic cable television networks. A diverse, multi-media company, LIFETIME is committed to offering the highest quality entertainment and information programming, and advocating a wide range of issues affecting women and their families. LIFETIME Television, Lifetime Movie Network, Lifetime Real Women, Lifetime Home Entertainment, and Lifetime Online are part of LIFETIME Entertainment Services, a 50/50 joint venture of The Hearst Corporation and The Walt Disney Company.

SOURCE Lifetime Networks
Web Site: http://www.lifetimetv.com