NEW YORK Lifetime Networks relaunched its Web site Monday, disclosing a partnership with fashion Web publisher Glam Media.
The rebranded site, myLifetime.com, will have games, community features and original programming focused on women.
The partnership with Glam Media will create the Lifetime Network, which will see the launch of other sites focused on women's subject matter, such as relationships, pets and astrology, with myLifetime as the flagship destination. Lifetime will also provide video and gaming content to Glam, a network of blogs and Web sites that attract about 20 million unique visitors per month, according to comScore.
Lifetime also said it would expand on its relationship with RealNetwork's RealArcade gaming platform. The network will launch the Lifetime Games Club starting in the second quarter of 2008, which will feature casual games, community features, avatars and chat capabilities.
In addition, Lifetime will feature broadband programming including "Gift Intervention," an offering from Daily Show co-creator Lizz Winstead debuting in the first quarter of 2008. The network also will present several nonscripted shows appearing in the fourth quarter of this year.
Lifetime also is partnering with About.com for a mini-site focusing on home and crafts that will change each month and the network will present a Web channel and video from RevolutionHealth.com, a site founded by Steve Case, starting next year.