How different is Lime from Wisdom Media? Wisdom always provided terrific content but it targets a very passionate audience … we want to attract both the loyal viewer of Wisdom as well move toward the mainstream to encompass a broader audience. If you look at the cultural indicators-the fact that 65% of Americans are willing to pay more money for healthier foods and there are waiting lists for hybrid cars-it shows that our market is moving in this direction naturally. We want to move from the old terminology of "mind, body spirit" to a new language of "a healthier, greener more balanced lifestyle." We want to be the Whole Foods of the media world. Will Lime be mostly VOD or are you looking to expand into a linear network? We intend to build the brand in satellite, radio, linear, non-linear on demand, VOD, SVOD, wireless, DVD, broadband and Web-all of those platforms. We’re already on air, on demand and on satellite radio and are still building out on the Web. Wisdom is a linear 24/7 network today that will be re-launched in the fourth quarter as Lime. How can AOL founder Steve Case help Lime? His company Revolution is very focused on making an investment in the health category. We believe that with the support and expertise of his team we have the opportunity to build this into the multi-platform company we picture. Will he be a face for Lime? No, he’s our investor. Why "Lime?" Green signifies growth, sustainability and renewal. We needed a name that was four letters and wanted a name that was gender-neutral, that we could build virally, appealed internationally and cross-generationally. So the name that kept coming up as evocative of this was "Lime" and then [tagline] "Healthy Living With a Twist." This allows for the balanced approach-it’s okay to indulge and be healthy at the same time, the marrying of what’s good for you with what feels good.

The Daily



ATSC 3.0-powered MVPD service Evoca TV added FETV (Family Entertainment Television) and FMC to its offerings in Idaho, Arizona and

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up


Jan 21
Cablefax 100 – 2022 Nominations Due: January 21, 2022
Mar 11
The FAXIES 2022Entry Deadline: March 11
Apr 1
Cablefax Top Ops – 2022Nominations Due: April 1, 2022
Jun 3
The Diversity List – 2022Nomination Deadline: June 3
Aug 12
Most Powerful Women – 2022Nominations Due: August 12
Full Calendar


Seeking an INDUSTRY JOB?

Hiring? In conjunction with our sister brand, Cynopsis, we are offering hiring managers a deep pool of media-savvy, skilled candidates at a range of experience levels and sectors, The result will be an even more robust industry job board, to help both employers and job seekers.

Contact for more information.