Can Nancy Dubuc make 'History' At Lifetime

Today, Lifetime Networks announced that Nancy Dubuc has been named President and General Manager of Lifetime Television. She succeeds Andrea Wong, who recently departed the company.  (In full disclosure, I was employed by Lifetime in its corporate communications department from Jan. 09 to Nov. 09, however, my position became redundant due to AETN’s acquisition late last year.)  The announcement of Dubuc today in the LA Times by Joe Flint, wasn’t really a surprise to those in the industry for her name has been speculated in the press since Wong announced her plans.

I liked my time at Lifetime, but I often scratched my head a bit about the network’s choice of programming.  The network labels itself – a network for women – but, I’m a woman and I never watched it until they acquired Project Runway.  I know that I am an anomaly for I am single business woman, however, many of my friends are married with children and I hear what they say.  You see, most of the women that I hang around have big concerns about marriage, parenting and finances, especially during this economy. But, I never saw that resonate on-air.  We were charged with promoting “women in peril” programming, because, sadly to say – that’s what got the higher ratings. And ratings are the heroine (drug of choice) at every network. I don’t know what drives women in mass amounts to tune into stories about murder, mayhem and betrayal. I will never figure that out!

Lifetime May Get Some Changes

But with every The Capture of the Green River Killer and Natalee Holloway, the Network did try and provide a more contemporary view of womanhood with the likes of Army Wives and the new comedy Sherri. Also, Drop Dead Diva, a popular comedic drama, attempts to tackle self-worth and self-esteem issues weekly – so the network does try. But, it really needs to do more.

With Dubac, I hope comes a breath of fresh air in ideas and none too soon.  The Lifetime viewers are on life-support at the moment  and with added competition coming from OWN next year–they should “energize” their brand as soon as possible. And I believe she has the chops to do it.  Her scorecard proves that she can invigorate oldish brands as she re-invented the stodgy History Channel.  So, if I was a betting woman, I’d put money down that she will turn this network around – well all their networks around (Lifetime, Lifetime Movie Channel and Lifetime Real Women).

Lifetime Hit A Home Run With Drop Dead Diva

So in case she doesn’t have a clear game plan already, I’d like to present a few suggestions for topical programming.

Idea #1 – Instead of supporting breast cancer year-long on the mylifetime.com website – why not produce a reality show following those going through breast cancer in real life.  I know that breast cancer doesn’t only effect those with it, but the family hurts as well, especially the husbands. It would be fantastic to depict those issues in a supportive series.

Idea #2 – Pick up where Jamie Oliver’s Food Revolution left off – America banded around this Brit to ensure that the children of tomorrow stand a chance to live healthy long lives by eating right.  Find another chef and take off after another fatty town and school district.  Made a difference in others lives.

Idea #3 – Go inside troubled homes and bring in a counselor to help them deal with non-communicative husbands and/or stubborn kids.  Produce a show that provides practical tips to running your home without losing your mind. And I’m not talking Wife Swap here, something more real.

Idea #4 – Give the top Mommy bloggers their own show. Heck, I’d watch it.  They could point out great discounts on the web and sweepstakes to die for.  Also, they could highlight great non-profit efforts.

Idea #5 – Women entrepreneurs – I have been meeting some dynamic women executives who are running incredible companies that they have started up.  I’d like to see women portrayed positively in the workplace as opposed to the stereotype we’re most presented with…let’s showcase these gals!

That’s just a few of my thoughts and I’ve got a bunch more…but, I’ll leave it at that.   I am excited about Dubuc’s appointment and I wish her tremendous success.  She now has inherited a wonderful opportunity to influence millions of women – please don’t let us down.

Best,

Cindy