The Lifetime Television Network has established itself within the cable industry as the only network that explicitly gendercasts its programming. Lifetime specifically markets itself as "Television for Women"; however, what that means exactly is not clear. On the one hand, Lifetime does not want to be noted as the "feminist network." Yet, former President and CEO, Douglas McCormick claims that Lifetime is "more responsive to women's interests" because it "[tries] to portray women in ways that move us all forward to a greater sense of enlightenment and understanding." A discourse analysis is used to examine the major themes in Lifetime's made-for-cable movies--success, psyche, sexuality, and standardized beauty. The analysis reveals that Lifetime portrays white, upper/middle class, young/middle aged, heterosexual, physically beautiful, strong-willed, emotionally charged, sexual objects and procreators in its original movies. While Lifetime's movies do address some women's issues, they concurrently contain and undermine feminism by consistently reasserting that women cannot "have it all." Contains 22 references; an appendix lists 19 movie titles and premier dates. (Author/RS)