5Qs with C.J. Cutler, CEO, Lime

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.