Lifetime today ran radio, TV and print ads in cities including Orlando, Atlanta, Dallas and Houston. Yesterday's newspaper ads, two full pages side-by-side, told viewers to ``Take Back Your Lifetime!'' The letter to EchoStar Chief Ergen says that by removing the channels, ``millions of women will not get the inspiration and support they need and deserve.''

EchoStar's Cicero offered to broadcast, at his company's expense, any valuable information or public service announcements to its viewers that they are missing by not watching Lifetime.