• by David Goetzl  @dgoetzl, April 15, 2008

After a year-long search, Lifetime turned to the other side of the table last month when it named longtime media buyer Debbie Richman to head its sales operations. During a 24-year career at various agencies, where she rose to managing director at OMD, Richman spent many late nights maneuvering to cut favorable upfront deals for McDonald's and State Farm.

Next month, she will try to persuade those types of clients and leading agencies (including OMD) to shift a greater share of their upfront budgets to Lifetime. While she's at it, she'll also suggest they consider multiplatform relationships that might include sponsorships on Lifetime Movie Network or a takeover of the games section on MyLifetime.com.

Richman, who has already begun visiting agencies and making pitches, enters her first upfront at a time of optimism at Lifetime, which a year ago was in turmoil. With unspectacular ratings last spring, its then-CEO gave the upfront presentation--only to be forced out the next day.

But at Monday's 2008 event, Lifetime touted its recent acquisition of the popular "Project Runway;" the return of drama hit "Army Wives" in June; and a move into comedy development, where it hopes to find the next "Will & Grace" (which it carries nightly in syndication).

"Runway" and "Army Wives" give Richman two tentpoles the network didn't have to sell in the upfront a year ago. And as she orchestrates the process, she will work under new Lifetime CEO Andrea Wong, who hired Richman and is also heading into her first upfront at the network.

Amid the upfront Monday, Richman took a few minutes to discuss various issues, such as her reasons for taking the new position and whether OMD will be a propitious client.

Why did you leave OMD to join Lifetime?

"I'm a big fan. I watch it. I did what I did for 20-plus years. I think I have all the skills. I have the knowledge. I know what clients want. I know what agencies want. I bring a little different perspective to this side. And to work for Andrea, you couldn't work for someone more dynamic or smarter."

Did you know "Runway" was coming to Lifetime? Did it encourage the move?

"I knew when everyone else knew. I was blown away."

How will product placement revenues for the show be split between the Weinstein Co. and Lifetime?

"We're still working through the details, but it's going to be a joint venture on how sponsors fit into the show, and probably be more collaborative than in the past."

What's Lifetime's principal pitch in pre-upfront presentations?

"If we think about platforms and opportunities, we want to have deeper partnerships with advertisers. We have a lot to offer that the marketplace hasn't taken advantage of.

Did you buy a lot of Lifetime at OMD?

"Enough to know they could be better partners and that's what our goal is: to take more advantage of the assets we have."