LIFETIME TV BUILDS UP SPORTS PORTFOLIO WITH NEW SPONSORSHIP

          Lifetime TV and USA Hockey have reached an agreement
     for sponsorship of the USA Hockey Women's National team,
     which serves as the core of the first-ever U.S. Olympic
     Women's ice hockey team.  The centerpiece of the deal will
     be the live telecast of the USA-Canada game December 17,
     1997, which is part of the Three Nations Cup in Lake Placid,
     NY.  Lifetime will create a series of on-air vignettes that
     will be made available for sponsorship to other Women's
     National Team sponsors.  The net will also create and house
     a site for the team on its web site at www.lifetimetv.com. 
     Lifetime will receive in-arena signage throughout a '97-98
     USA Hockey Women's National Team Tour (Lifetime).  The deal
     is valued at $650,000 (USA TODAY, 8/28). The HOLLYWOOD
     REPORTER's Stephen Battaglio writes that the "ability" of
     the women's team to attract the attention of sports fans
     will be "watched closely" by the NHL, "which is considering
     starting" a women's pro league (HOLLYWOOD REPORTER, 8/28).