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The idea of viewers belonging to--deeply identifying with--a cable channel is the concept through which Laybourne, at Nickelodeon, may have changed cable. Nick's current slogan, "I believe in Nick, 'cause it believes in me," while a little dubious (do fourth-graders taking tests psych themselves up by remembering that a Viacom subsidiary believes in them?), sums up the philosophy neatly. Oxygen is applying that lesson with an ad campaign that stresses "great reasons to be a woman" ("No back hair," "Baby's first word: mama") and has bought a Super Bowl spot. It's also leveraging its website by taking programming and topic suggestions from women online, which it claims will keep its shows fresh and relevant. "It's about, 'We want to create this network with you,'" says president of sales and marketing C.J. Kettler. Are women interested in the job? On Feb. 2, Oxygen begins learning whether America wants a new best girlfriend.
--With reporting by Jeanne McDowell/Los Angeles