Lime, the media company and TV channel devoted to new-age lifestyle program, has launched its effort with a new website in beta. The company, majority-owned by Stev Case’s health-related fund called Revolution, is headed by C. J. Kettler, former head of marketing at Oxygen Media.

Kettler’s multimedia strategy for Lime is broader than that of Oxygen, the supposed original convergenec channel (though it never happened that way).

Lime has just started a 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.

The company also hopes to turn the site into a social community, giving members the ability to create profile pages that contain content they contributed, in a stripped-down version of MySpace.com, the networking site.

Related: Case finds Lime twist in Wisdom