Word: oxygenation
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Lifetime, which debuted in 1984, has thrived despite the introduction of two other networks courting the female gender: Oxygen, which launched in 2000 and has staked out upscale urban women, and WE: Women's Entertainment, launched in 2001, which offers viewers lighthearted diversion. While some may question whether women need their own network, let alone three, there are an ample number of viewers. Cable has succeeded by attracting niche audiences, and at 51% of the population, women are the largest niche out there. They are also a vastly appealing one, since they make an estimated 85% of household purchasing decisions...
...channels have just reported their ratings for the first time, and according to Nielsen Media Research, Lifetime doesn't have much to worry about. Oxygen on average is watched in only 52,000 households in prime time, WE in 110,000. Lifetime averages 1.9 million homes. The newcomers have had trouble getting onto cable systems and are available in only about half as many households as Lifetime. But even in homes with all three, Lifetime triumphs in every demographic...
While Lifetime acts as a sympathetic neighbor, Oxygen can seem like a know-it-all older sister, which in a way it is, given the collective success of its founders: Geraldine Laybourne, who led Nickelodeon for 15 years; the production team Carsey Werner Mandabach, whose shows include Roseanne and Cybill; and Oprah Winfrey, who is Oprah Winfrey. The network was conceived to help modern women navigate their lives; it also wanted to merge television and the Internet. Its tone, however, felt preachy, and the Internet didn't quite pan out as expected. Now that some early shows have been jettisoned...
...often funny but at times a little elitist. In a recent episode of Fisher's Conversations from the Edge, she tells Robin Williams, "This is a women's channel, so I'm going to have to ask for some recipes." Other programs include the upbeat talk show Pure Oxygen, the gritty real-life stories on Women and the Badge, reruns of Xena, Warrior Princess and, oddly, Love American Style, the 1970s paean to free love. Laybourne has not wavered in her mission to have a dialogue with women via the Internet. "Watching Oxygen is not just escaping but participating...
...only Lifetime displays the self-assuredness of a mature woman, and has even created offspring, spinning off Lifetime Real Women and the Lifetime Movie Network. Meanwhile, Oxygen and WE are still in their awkward adolescence...