The technology assets will support the network's expanding digital initiatives by accelerating the development and launch of key vertical communities on www.myLifetime.com, www.LMN.tv and www.DressUpChallenge.com.
Included in the development plans, the company will soon be launching a nationwide multi-site parenting network, offering hyper-localization of profile data and user-generated content. Lifetime will further enhance this effort by introducing an online ad network. Additionally, Lifetime is acquiring the company's portfolio of over 200 parenting-related domains, including many brandable URLs such as www.FathersClick.com and www.MothersGroups.com.
As part of the acquisition, ParentsClick Network, Inc. is now a division of Lifetime Digital and will operate from a newly opened office in San Francisco lead by ParentsClick Network Founder and CEO, Dietrich von Behren. Von Behren, who joins Lifetime as vice president, digital media and Iiinvestments, will continue to lead the team which includes Andra Davidson, MothersClick.com co-founder and editor-in-chief, and Ted Serbinski, director of technology.--Tanya Irwin