• April 23, 2003

Lifetime is partnering with several cable operators for a 43-market campaign called Be Your Own Hero that will select 43 women who have made a difference in their homes and communities. MSOs include Adelphia, Brighthouse, Charter, Cox, Comcast, Insight and Time Warner. The heroes will be saluted during the Lifetime's Achievement Awards Women Changing the World telecast at 10 p.m. on Thursday, May 22. The special will be hosted by Naomi Judd with Don Mischer serving as executive producer. "Our partnership with affiliates on the 'Be Your Own Hero' campaign has evolved over the past three years with an ongoing dialogue that resulted in the Hometown Hero concept. Not only does the campaign provide an opportunity for affiliates and local advertisers to honor the women of their community, but it enables them to tape into Lifetime's brand equity to generate local ad sales revenue and break new categories," said Tracy Barrett, VP of affiliate advertising sales and distribution marketing for Lifetime Entertainment Services.