In 2000, when C. J. Kettler was the president for sales and marketing at Oxygen Media, she boasted that the company was a “point of convergence” between cable television and the Internet.

Oxygen, after all, was started by Geraldine Laybourne, the former MTV executive, and had backing from TV powerhouses like ABC, which is owned by the Walt Disney Company, Oprah Winfrey and America Online, a unit of Time Warner.

But the Web and cable TV did not in fact converge into a viable business, and Oxygen scaled back its online effort.

Now, Ms. Kettler is trying her hand at convergence again. She is the founder and chief executive of Lime, a media company devoted to new-age lifestyle programs on subjects like organic food, hybrid cars and alternative medicine. And as with Oxygen, she has big-name backers, notably Stephen M. Case, the co-founder of AOL, who owns a majority of Lime. The company will not say how much money it has raised or how much Mr. Case invested.

Mr. Case, who is building an investment firm, Revolution Partners, around alternative ideas about health care, new-age resorts and such, said he saw Lime as a way to tap into emerging trends, both in consumer behavior and media.

“Healthy living is a trend that is becoming more mainstream, and we can create a brand that unites a fragmented category” Mr. Case said. “Second, the ideal of building a next-generation network was intriguing to me.”

Ms. Kettler’s multimedia strategy for Lime is broader than that of Oxygen. The company started by buying Wisdom Media Group, which owns a cable TV channel and programs a channel on Sirius Satellite Radio. The cable channel reaches about 6.5 million homes, mainly through Comcast and EchoStar’s Dish network.

Lime has just started a Web site featuring a collection of blogs, podcasts of the radio shows and many video clips drawn from its TV programming. It is already sending text programming to mobile phones and will soon add video offerings.

Despite similarities in ambition, there are big differences between Lime and Oxygen.

Lime has less money, and is much smaller, with 21 full-time employees. It plans to eventually expand to 60 workers. Oxygen reached 700 employees early on, and has shrunk to 250 now.

More here.