Blog Post

Oxygen Goes To The Net Again — The Social Net, This Time; Also Plans Broadband Channel

Another day, another social net. Think of it as just the right accessory for the with-it web site and media company. Today’s entry is Oomph.net from Oxygen, once much too far ahead of the crowd when it came to online and multi-platform. (Great tag line, by the way: “Individuality loves company.”) Oomph.net is described as Oxygen’s first social network. One of its twists: personality tests designed to help women find other women with similar interests and personalities. “Passion groups” — each led by an expert — are offered as another option for meeting “like-minded” people. Online friends will see birthdays but not years. The offer of free mood rings for Oomph registrants is a little too jr. high but it is one way to collect addresses, which can then be used for target marketing and advertising.
Oxygen dons another must-have accessory as well: SheDidWhat.tv, a broadband channel billed as the first for any woman’s cable net. (Lifetime has the Lifetime Video Lounge, which is a preview channel of sorts.) The channel, which sounds much like Oxygen’s original concept circa 2000, promises VOD and full series from Oxygen’s on-air shows along with broadband-exclusive programming. Warning: this channel really is aimed at women so don’t click if you can’t handle it.