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Abstract

Forty-one year old Andrea Wong, the President and CEO of Lifetime Entertainment Services, oversaw the Lifetime Networks which included the flagship women''s cable channel, Lifetime Television, as well as its sister networks, Lifetime Movie Network, Lifetime Real Women, and the myLifetime.com website, along with Lifetime Networks'' 475 employees. When Wong joined Lifetime, she said that the network was ''widely viewed as a tired brand...ratings had flattened out, and the audience was aging''. Moreover, Lifetime''s stereotype had become a network that showed ''women in peril'' shows and movies. Wong was excited to reinvigorate the Network''s brand, but when Wong actually set foot in her new office at Lifetime, she realized her task was going to be harder than she had initially imagined. Beyond the ratings problems and image problems, Wong discovered that numerous cultural issues plagued the company, problems that needed immediate fixing. In rapid fire mode, Wong moved quickly as a leader, making key people decisions in the spirit of changing a culture that lacked clear lines of responsibility, accountability, and nimbleness, while simultaneously changing Lifetime''s brand reputation through its programming and marketing. Within her short tenure at Lifetime, Wong oversaw the launch of the big hit drama, ''Army Wives'', which quickly became the most successful series in the network''s 24-year history. In January 2008, under Wong''s leadership, Lifetime launched the reality show, How to Look Good Naked'', a show hosted by ''Queer Eye''s'' dynamic Carson Kressley, which became the most successful reality series premiere for Lifetime in its history. Wong''s new movie strategy of developing fewer, but higher quality movies for the network resulted in a big victory when in April 2008 ''The Memory Keeper''s Daughter'' became the most-watched movie in 15 years, and included an all-star cast such as Emily Watson, Dermot Mulroney, and Gretchen Mol. Wong and her team also re-launched the network''s website. Because Wong was known by friends and colleagues for not pausing to smell the roses, she was already looking forward to the future.
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Abstract

Forty-one year old Andrea Wong, the President and CEO of Lifetime Entertainment Services, oversaw the Lifetime Networks which included the flagship women''s cable channel, Lifetime Television, as well as its sister networks, Lifetime Movie Network, Lifetime Real Women, and the myLifetime.com website, along with Lifetime Networks'' 475 employees. When Wong joined Lifetime, she said that the network was ''widely viewed as a tired brand...ratings had flattened out, and the audience was aging''. Moreover, Lifetime''s stereotype had become a network that showed ''women in peril'' shows and movies. Wong was excited to reinvigorate the Network''s brand, but when Wong actually set foot in her new office at Lifetime, she realized her task was going to be harder than she had initially imagined. Beyond the ratings problems and image problems, Wong discovered that numerous cultural issues plagued the company, problems that needed immediate fixing. In rapid fire mode, Wong moved quickly as a leader, making key people decisions in the spirit of changing a culture that lacked clear lines of responsibility, accountability, and nimbleness, while simultaneously changing Lifetime''s brand reputation through its programming and marketing. Within her short tenure at Lifetime, Wong oversaw the launch of the big hit drama, ''Army Wives'', which quickly became the most successful series in the network''s 24-year history. In January 2008, under Wong''s leadership, Lifetime launched the reality show, How to Look Good Naked'', a show hosted by ''Queer Eye''s'' dynamic Carson Kressley, which became the most successful reality series premiere for Lifetime in its history. Wong''s new movie strategy of developing fewer, but higher quality movies for the network resulted in a big victory when in April 2008 ''The Memory Keeper''s Daughter'' became the most-watched movie in 15 years, and included an all-star cast such as Emily Watson, Dermot Mulroney, and Gretchen Mol. Wong and her team also re-launched the network''s website. Because Wong was known by friends and colleagues for not pausing to smell the roses, she was already looking forward to the future.

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