Lifetime's Brand Identity Complex

Lifetime is in transition, again. The latest chapter in the network’s search for itself includes a push for younger viewers – a sweet spot for advertisers – and has resulted in a dwindling audience of loyal, older viewers.

The current perception of Lifetime: “‘It’s great for my mom, but I wouldn't watch it.' That has to change," said JoAnn Alfano, Lifetime's executive vice president of programming. "In some ways it's not rocket science. We want to invite all women into the tent and offer a cross-section of programming."

But it’s hard to have a tent that big in television today. The move away from serious dramas and women-in-jeopardy movies – which put Lifetime on the map -- was an attempt to attract new demographic while maintaining loyal viewers.

Lifetime's ad revenue fell 12 percent to $656.8 million in 2009, and the TV-for-women arena is getting crowded. The upcoming launch of Oprah Winfrey's OWN network poses serious competition with programming that empowers women. Oxygen, WE, Style Network and TLC – all catering to women – are all chasing the same audience and advertisers.Continue reading...