[04/21/09 - 11:28 AM]
Lifetime Digital Announces Strong Content Additions Including More Than 500 Project Runway Video Clips
Also: recent acquisitions MothersClick.com and Roiworld.com will be relaunched.

[via press release from Lifetime]



New Offering of Digital Assets to Build on Record Breaking 2008; 1Q09 Kicks-off with Increases of 212% in Page Views and 49% in Monthly Unique Visitors

NEW YORK, NY (April 21, 2009) � Building on impressive double-digit growth in 2008 and a record setting 1Q09, Lifetime Digital � the ultimate digital source for women's entertainment, escape and play � today announced as part of the Company's upfront presentation a robust slate of new content offerings to be rolled out in 2009. Headlining the new content offerings will be more than 500 exclusive Project Runway broadband video clips, the relaunches of MothersClick.com, DressUpChallenge.com and Total Beauty Makeover and the debut of Lifetime Moms. Additionally, Lifetime Digital will debut "All the Looks," a celebrity fashion and hairstyle photo offering, along with four new iPhone apps.

With the growth of myLifetime.com and the launch of the hugely successful fashion game sites Roiworld.com and DressUpChallenge.com, Lifetime Digital's traffic posted triple-digit increases in 1Q09 vs. 1Q08, up 212 percent in page views and 49 percent in unique visitors, according to Omniture. Roiworld.com alone attracted 1.4 million unique visitors and 40.4 million page views in the first full month following its February launch.

"Lifetime Digital enjoyed its best year ever in 2008 with record traffic, the acquisition of MothersClick.com and Roiworld.com, and the introduction of more than 20 new advertisers across our properties," said Dan Suratt, Executive Vice President, Digital Media and Business Development, Lifetime Networks. "With our new slate of robust digital offerings backed by the power of the #1 and #2 networks for women, we are well positioned for another record-breaking year in 2009."

Suratt announced that the Project Runway and Models of the Runway show sites will feature more than 500 exclusive broadband video clips and an extensive community designed for the franchise's passionate fan base to express themselves and connect with each other online. The in-depth clips will complement the viewing experience, bringing fans behind-the-scenes with unseen competition footage and into the designers' homes, the judges' evaluation sessions and much more in ways unprecedented for the show and its new companion. A comprehensive rundown of Digital offerings around Project Runway and Models of the Runway will be announced this summer.

DressUpChallenge.com, the hit dress-up fashion game that more than 650,000 people have registered to play since its launch in May 2008, will celebrate its one-year anniversary next month with a new look, improved community functionality and new features including The Fashion Maker, a tool that enables dress-up enthusiasts to create their own articles of clothing to add to their virtual closets.

Lifetime strengthens its offerings to mothers with the re-launch of MothersClick.com and the unveiling of Lifetime Moms in July. MothersClick.com, the community site for women to connect, learn and share with each other, will sport a new design, interface and content offering, while Lifetime Moms will bring a premier group of high-quality mom bloggers under one Lifetime umbrella as they inspire honest, real and thought-provoking conversations by moms and for moms.

Also this summer, myLifetime.com will bow a new version of Total Beauty Makeover, enabling women to share their makeovers with the larger community, to vote and rate various looks, to filter looks by hundreds of categories, to invite friends to Makeover Parties in order to create looks around special events and to purchase real-life versions of the products used in the free virtual makeover tool.

Roiworld.com and Lifetime Games Studio Korea will debut "Create-A-Mall," their first downloadable game that challenges women to build their own fashion mall empire. Building on the success of the Blood Ties downloadable game (now featured in major retail chains across the United States and Europe), Lifetime Games Studio will release Wisegal this summer based on the popular Lifetime Original Movie of the same name about life as a female in the world of organized crime.

"All the Looks" premieres this summer on myLifetime.com with thousands of photos of celebrity fashions and hairstyles filtered by hundreds of categories. Fashions can be sorted by designers, events, clothing types, colors, patterns, accessories and more, while hair can be sorted by event, styles, length, color and more.

Lifetime Digital's mobile offerings will increase with the release of the first of four iPhone applications when it unveils the Army Wives application featuring video, blogs, photos and scheduling information for the network's hit show's premiere on June 7. Applications for Roiworld.com, DressUpChallenge.com and a new women's tarot card deck will follow in the coming months.


Lifetime Networks is a diverse, multi-media company committed to creating high quality entertainment and information content for women across all media platforms. The Company's portfolio includes the cable industry's two highest-rated women's channels, Lifetime Television and Lifetime Movie Network, as well as Lifetime Real Women, Lifetime HD, Lifetime Movie Network HD, Lifetime on Demand and Lifetime Digital (including myLifetime.com, Roiworld.com, DressUpChallenge.com, MothersClick.com). Long dedicated to implementing and cultivating positive change, Lifetime Networks' advocacy initiatives span a wide range of issues affecting women and their families. Launched in 1984, Lifetime Networks is part of Lifetime Entertainment Services, a joint venture of Hearst Corporation and The Walt Disney Company.

  [april 2009]  


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