Prime Women Media, an online lifestyle community for women over 50, announced plans to launch a 24/7 television network. It will feature informative, entertaining, and inspiring content for this large female demographic. The network will acquire and develop programming on topics for women over 50 such as health and fitness, career and finance, and relationships. Prime Women will highlight female role models and leaders, break stereotypes and redefine what it means to be a woman in her prime.
The new network will be led by Dorthy Miller Shore, CEO of Prime Women Media, and several leading female executives, business leaders, and entrepreneurs. Shore said in a statement:
“There are 63 million women over 50 in the U.S. These women, who live in cities, suburbs, and rural areas and have different ethnicities and political affiliations, all face the same issues after 50. They all have been changed by menopause, which brings more than just the loss of childbearing. Many women over 50 face serious mental and physical changes, find their careers waning due to sexism and ageism; and feel increasingly invisible in a youth-obsessed culture. Yet we are the most active, ambitious, and influential group of women in a generation.”
Prime Media said that while 20 percent of women in the U.S. are over 50, their on-air screen time is only 8%. The company stated:
“They face new challenges in every aspect of their lives as they age. Still, no television network gives them the information and inspiration that will come from watching how other women like them are tackling these problems. As the first-ever television network dedicated to this under-served audience, Prime Women celebrates what women are doing in this phase of their life. Whether dealing with health issues, dating after divorce or widowhood, caring for a parent or spouse, overcoming ageism in the workforce, managing finances post-retirement, and finding a second act, Prime Women will address these topics and more through a wide range of genres.”
The Prime Women television network will build on what the online magazine has done by educating and entertaining its audience through documentaries, specials, and reality series, all featuring women over 50. Women over 50 are an appealing group to advertisers and cable and satellite providers, as they account for 27% of all consumer spending and generally make household purchase decisions for video entertainment, wifi, mobile phones, and other products and services. Based on the insights of its digital community, Prime Women is launching a network that meets the needs of women over 50 and opens opportunities for advertisers to speak directly to this powerful demographic.
