In the Cramer-Lundberg model and its diffusion approximation, it is a classical problem to find the optimal dividend payment strategy that maximizes the expected value of the discounted dividend payments until ruin. One often raised disadvantage of this approach is the fact that such a strategy does not take the lifetime of the controlled process into account. In this paper we introduce a value function which considers both expected dividends and the time value of ruin. For both the diffusion model and the Cramer-Lundberg model with exponential claim sizes, the problem is solved and in either case the optimal strategy is identified, which for unbounded dividend intensity is a barrier strategy and for bounded dividend intensity is of threshold type.