Oxygen Media: Fresh Television For Women campaign
Guy CunninghamOVERVIEW
The Oxygen Network was the centerpiece of Oxygen Media, an entertainment company that catered to an exclusively female audience via television and the Internet. The network's 2000 introduction had not been as successful as the company had hoped, and by 2002 it was languishing behind industry leader Lifetime, the most popular network in all of cable TV, with a 2.0 rating share and access to more than 80 million households. Oxygen hoped that 2002 would be the start of a major turnaround. That year the company partnered with AOL Time...