Women's cable channel Oxygen has come full circle with the launch of a branded social networking site and broadband channel.
Dubbed Oomph.net, the site will connect women through shared interests and "passion groups" in such categories as careers, art, and culture. Each group will be led by an expert who will guide the networking experience between users and facilitate interaction through such tools as blogs and video logs.
The network's first broadband outlet, SheDidWhat.tv, will provide on-demand access to clips and episodes of the network's original series and movies. It also will be home to Web exclusives and Oxygen's first broadband original series, Our Bodies, Myself, hosted by comedian Lauren Weidman.
While Oomph.net and SheDidWhat.tv are available, Oomph.net is in beta-test format. The ventures join Oxygen's official site, Oxygen.com.
The addition of the digital properties marks a milestone for the network, which since its launch in 2000 intended to incorporate a strong online component but held back because it was less economically viable and somewhat ahead of its time.
Oxygen chairman and CEO Gerry Laybourne said that by conserving the network's resources and with clearer economic models about how to make money, it was the right time for Oxygen to expand in the Internet space.
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