Lifetime Networks to Acquire ParentsClick Network, Inc., Marking First-Ever Digital...

Lifetime Networks to Acquire ParentsClick Network, Inc., Marking First-Ever
Digital Acquisition
Social Network and Digital Media Technology Company to Power Community
Functionality for Growing Lifetime Digital Properties Including
www.myLifetime.com and LMN.tv

NEW YORK, Aug. 27 /PRNewswire/ -- Lifetime Networks today announced its
first-ever digital acquisition with the purchase of ParentsClick Network,
Inc., a privately held social network and digital media technology company
that has developed an online community application for creating customizable,
content-rich websites for active parents and their real-life groups. The
announcement was made by Dan Suratt, Executive Vice President, Lifetime
Digital Media and Business Development, Lifetime Networks. Terms of the deal
were not disclosed.
Buoyed by an impressive 48 percent growth on www.myLifetime.com in July,
the strategic acquisition offers Lifetime -- the leader in women's
entertainment -- an important entry into the high-value, fast-growing
consumer category of parenting and moms online. The technology assets will
also support the network's expanding digital initiatives by accelerating the
development and launch of key vertical communities on www.myLifetime.com,
www.LMN.tv and www.DressUpChallenge.com .
As its flagship property, the San Francisco, CA-based company created and
operates MothersClick.com, which was designed for users to find/join or start
new groups, and offers free tools for all moms to share their collective
wisdom online. In addition, ParentsClick Network created MomBlogNetwork.com,
which was launched in late 2007 and currently features over 2,500 registered
blogs. The site aggregates and promotes content in a Digg(TM)-like style,
helping participating mom bloggers increase visibility and gain readership by
reaching a wider audience.
"We're very excited to have the technology and leadership of ParentsClick
Network join the Lifetime Digital family," said Suratt. "MothersClick.com and
MomBlogNetwork.com will enable us to reach more mothers online, and we will be
able to leverage the robust technology platform that ParentsClick Network has
built across our existing properties and new properties to come."
"Lifetime offers terrific synergy for our business goals by combining
their internet and cable broadcast strength to build our brand and market
share," says ParentsClick Network founder and CEO, Dietrich von Behren. "We
are thrilled to be joining Lifetime, and look forward to applying the
entrepreneurial spirit as we continue to develop our network and introduce new
innovations for Lifetime Digital."
Included in the development plans, the company will soon be launching a
nationwide multi-site parenting network, offering hyper-localization of
profile data and user-generated content. Lifetime will further enhance this
effort by introducing an online ad network, allowing marketers to take
advantage of the targeted consumer reach.
Additionally, Lifetime is also acquiring the company's substantial
portfolio of over 200 parenting-related domains, including many brandable URLs
such as www.FathersClick.com and www.MothersGroups.com.
As part of the acquisition, ParentsClick Network, Inc. is now a division
of Lifetime Digital and will operate from a newly opened office in San
Francisco lead by von Behren. Von Behren, who joins Lifetime as Vice
President, Digital Media and Investments, will continue to lead the team which
includes Andra Davidson, MothersClick.com co-founder and editor-in-chief, and
Ted Serbinski, director of technology. Von Behren will report to Suratt.
LIFETIME is the leader in women's television and one of the top-rated
basic cable television networks. A diverse, multi-media company, LIFETIME is
committed to offering the highest quality entertainment and information
programming, and advocating a wide range of issues affecting women and their
families. LIFETIME Television, Lifetime Movie Network, Lifetime Real Women and
Lifetime Digital (including myLifetime.com) are part of LIFETIME Entertainment
Services, a 50/50 joint venture of Hearst Corporation and The Walt Disney
Company.
ParentsClick Network is a digital media technology company. Its popular
flagship site, MothersClick(R) (www.mothersclick.com), is the first social
networking site and online service provider designed exclusively for active
moms and their groups. The site introduced the world's first geo-mapping
system to help moms locate existing mothers' groups in their local areas and
globally. MothersClick provides the free tools and services for organizing and
managing real-life moms' groups by improving member communications, planning
for events and activities, such as playgroups and co-ops, and -- most of all
-- the site helps maximize the value of moms' time spent online by tapping
into collective wisdom: Asking questions and finding answers to the
experiences of motherhood and parenting. ParentsClick Network also owns and
operates MomBlogNetwork.com. For more information, visit
www.parentsclick.com .
SOURCE Lifetime Networks

Gary Morgenstein of Lifetime Networks, +1-212-424-7162,
morgenstein@lifetimetv.com