• Mediaweek, Wednesday, April 30, 2008 10 AM

With Andrea Wong coming into her second year as CEO of Lifetime Networks, she is readying a big rethink of the flagship cable net that would shift it from its "Victim Channel" positioning to a more contemporary, younger-looking outlet. And if her biggest change to date has been to snare the rights to "Project Runway," plans call for a repositioning that goes much deeper -- and Lifetime is layering a new proprietary research study on top of a fresh batch of original programming.

Late last year, the net commissioned a study designed to provide its clients with more insight into what drives viewers to the channel and their perceptions of it. Says Mike Greco, head of research, "we were talking to a lot of women and we saw that there was an incredible passion for the channel...not just the programming, but the brand."

Ultimately, the project allowed him to measure the brand's overall efficiency in relation to almost 20 other media outlets and found that Lifetime over-indexed in four key categories -- and topped in both interest and involvement.

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