• by Erik Sass  @eriksass1, July 7, 2006

Lime, a multi-platform media brand focusing on eco-friendly green living, has begun rolling out a new programming lineup across its various media outlets--including TV, Web, and radio content.

Lime, which counts Steve Case's Revolution Living among its backers, is offering several six-part miniseries, with half-hour episodes that cover "green" lifestyle matters including cuisine, health care, and home design.

For the Web, Lime has developed about 25 smaller pieces of exclusive video content focusing on more in-depth treatment of specific issues--a particular cuisine, say--mentioned in the TV series.

Christine Engelbrechtsen, who heads up Lime's ad division, said the company aims to make cross-platform deals with marketers. "We're a multi-platform play, and when we're making deals with advertisers, we like to do most of our deals across all our platforms," she said.

Engelbrechtsen added that Lime.com has a growing offering of social networking possibilities--currently including blog-style capabilities that allow sharing of recipes, for example, but soon to extend to real-time chat.