Lotz (2006), "Women’s Brands and Brands of Women"

In this chapter, Lotz (2006) analyzes the proliferation of women's television programs and networks from an industrial perspective. Specifically, she examines Lifetime, Oxygen, and WE, with particular focus on the ways these channels approach the women in their audiences.  She argues that the increase in channels for women has provided female audiences with two important benefits.

1. Competition among women's networks has resulted in these networks having to actually compete. This has led to better quality programming and higher budgets for women-targeted television programs and channels.

2. There is not only multiplicity, but diversity. Multiple competing women's networks has resulted in different target networks that look at various demands among various women.

Lotz (2006) acknowledges the concern by feminist media researchers that women were being portrayed in narrow and stereotypical ways. She acknowledges the importance of close-readings of shows targeting women, but argues that broader industry level analysis reveals that there are progressive advancements being made in women-centric entertainment.