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.