• Multichannel News, Tuesday, January 30, 2007 11:15 AM

Lime TV, currently in about 7 million homes via the Dish Network and Comcast, will go off air at the end of next month as Steve Case's media outlet turns to broadband, cable video-on-demand and other distribution.

Case bought the former Wisdom TV in 2005 and rebranded it with a healthy lifestyle focus. But it just hasn't picked up many more homes and had already been creating content for mobile phones, satellite radio and broadband. Lime's new broadband channel launched Monday with some new advertisers, among them Toyota and Garnier.

It also has free-VOD content on Insight Communications, Mediacom Communications and some smaller cable firms, and it hopes to gain a foothold with larger cable operators. "We're not trying to walk away from the cable business," says CEO C.J. Kettler.

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