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Back in the limelight

Case rebrands Wisdom health net with a twist

NEW YORK — Call it the greening of Steve Case.

After he got bounced as chairman of AOL in September 2003, Case founded a company called Revolution Living, which bought Wisdom TV four months ago, a network created to give people “new choices to help them live healthier, more balanced lives.”

On Monday, Case will scrap the name Wisdom TV for a moniker with one syllable: Lime, which he expands on with the tagline “Healthy Living With a Twist.”

Lime, bolstered with a new logo and on-air look, premieres in the fourth quarter with 6.5 million cable TV subscribers, many of whom also will be able to get Lime’s programming through video-on-demand.

Some of Lime’s shows also will go out through video-streaming on the Internet, and Lime will spawn a 24/7 radio network to be carried on satellite exclusively by Sirius Radio.

Lime will draw on a library of more than 1,000 hours of shows presided over by self-help gurus like Wayne Dyer, James Redfield and Marianne Williamson.

Lots of additional programming will deal with exotic exercises, organic food, ecologically friendly architectural design and alternative healthcare.

Lee deBoer, chairman of Lime, said the network will target people “whether they’re on their cell phone, online or watching VOD — anywhere they get their entertainment and media.” DeBoer was an executive with HBO from 1976-95.

Lime’s CEO, C.J. Kettler, was president of sales and marketing for Oxygen Media. Robert Harris, chief financial officer of Lime, was VP of finance and head of international operations for About.com.

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