| MUMBAI:
US broadcaster Lifetime Networks has announced that it will conduct the Lifetime
Women's Pulse Polls. It says that it will be the largest women's multi-platform
research project ever undertaken by a television network, weaving in a multi-pronged
package providing wide-ranging applications and implications for viewers, advertisers,
affiliates and other business partners.
Throughout the year,
the Lifetime Women's Pulse Polls will explore a wide range of areas examining
women's lives, from consumer behaviour and spending habits, their desire for and
usage of new technologies, their positions on key public policy issues, and on
the lighter side, their impressions of the latest pop culture icons. The
first project will be Generation Why? which compares three generations
-- Generation Y (age 18-29), Generation X (age 30-44) and Baby Boomers (age 45-59)
-- on attitudes regarding sex, men, marriage and career, culminating in an on-air
special with MSNBC journalist Willow Bay. Lifetime Entertainment
Services president, CEO Betty Cohen, said, "Lifetime has always been the
expert on information about women and for women. To further serve advertisers,
distributors, consumers, our own programming and, above all, America's women,
the Lifetime Women's Pulse Polls will use an array of research methodologies to
explore and give voice to the unique and diverse perspectives of women today,
and project where they'll be in five or ten years." Conducted by well-known
pollsters and authors Kellyanne Conway and Celinda Lake, the initial poll, "Generation
Why? unearthed some provocative findings on the three generations. --
Never a better time to be a woman, but ... : While all three generations agreed
it's never been a better time to be a woman, the majority believe women still
face discrimination and men have more advantages in society. Though Gen Y, Gen
X and Baby Boomers, all agree that the remedy to these problems is not a female
boss -- the majority prefer a male boss. -- "First comes love, then
comes marriage, then comes ... ": Gen Y women advocate marriage and children
at a younger age than previous generations. -- Myths about technology:
Women will buy more high-tech gadgets than men this year, but no matter their
age, women still think men are much more tech savvy. Technology is the native
tongue for Gens Y & X and an acquired taste for Baby Boomers. Gen X is more
likely to prefer email, while boomers and Gen Y prefer face-to-face, and Gen Y
is more likely to blog than the other two groups. -- Opting out: Contrary
to popular misconceptions about highly-educated, highly-capable women declaring
they'd give it all up to raise their children or pursue a passion, Gen Y women
were least likely to say they'd leave their careers behind if they didn't need
a paycheck. Central to Generation Why? and on the heels of the survey,
will be a six-month, 'listening tour' of women leaders and young women on college
and graduate school campuses, in the workforce and in their communities, conducted
by Bay with Lifetime, comparing their views with their mothers, grandmothers --
and even young men -- on a wide range of contentious contemporary issues. | 
