BRAVO MEDIA UNVEILS NEW SOCIAL INNOVATIONS AND DIGITAL INITIATIVES FOR UPCOMING YEAR
A First for Unscripted Programming, "Select A Scene" Allows Fans to Affect Broadcast in Real Time
A First for the Industry, "Mobile Pass" Offers On-the-Go Content for All Things Bravo
NEW YORK - March 27, 2014 - Bravo Media today announced its digital initiatives for the upcoming year, highlights include: "Select a Scene," an evolution of the popular Play Live technology in which viewers interact with the live broadcast; additionally, the network will launch an innovative location-based Mobile Pass experience.
Below is a full list of new digital initiatives:
· Select a Scene: A first in the unscripted space, fans will now have the chance to influence on-air broadcasts by inviting them to "Select a Scene," and decide what content they crave most. For example, do you want to hear NeNe's side on the pajama party gone wrong or Kenya's? Kicking off with the re-air of "The Real Housewives of Atlanta" Reunion Pt.1 on April 27, viewers get to decide what point of view they want to see more of by using Bravo's Play Live experience. "Select a Scene" will be incorporated into future programming throughout 2014. Play Live has generated unprecedented levels of digital engagement to-date, with over 11 minutes of digital time spent per user per 30-minute episode, and over 20 minutes per user per 60-minute episode. In addition, participating sponsors have received as much as 4x higher brand favorability lift from Play Live versus their on-air in-program placement norm.*
· Mobile Pass: Later this year, Bravo will unveil Mobile Pass, a location-based experience that will connect fans with must-have, on-the-go content such as breaking news, sneak previews and opportunities to interact with the network's shows and Bravolebrities. A first in the industry, Mobile Pass delivers content that allows sponsors to connect directly with Bravo fans using geo targeted alerts for coupons and special offers when they are close by. The exclusive content will include real-time message alerts about events happening on-air, fan and cast member Q&As, social media recaps from talent, and advance access to show content.
· In the coming year, Bravo will continue to roll out "Social Commercials," a new product that focuses on fan recognition through on-air vignettes. The network recently launched #GiggysBFF, a social vignette which debuted in March during commercial breaks of "The Real Housewives of Beverly Hills." The spot served as a call to action for fans to submit their pet photos with a chance of having their fuzzy friend appear in an on-air spot alongside Bravo's beloved Giggy. The #GiggysBFF campaign garnered more than 30,000 photo submissions.
"Bravo is always looking for ways to push the envelope in the digital space and create more engaging opportunities that excite our viewers and advertisers," said Lisa Hsia, Executive Vice President of Digital, Bravo and Oxygen Media. "With these new initiatives we are able to offer a 360 experience, allowing our passionate fan base to interact before, during and after our programming."
"Bravo continues to be a game-changer in the marketplace, offering advertisers unique and innovative ways to engage consumers, while seamlessly weaving our programming with advertising partners' content across all screens," said Laura Molen, Executive Vice President, Lifestyle Advertising Sales Group, NBCUniversal.
In addition to the new launches, following the success of its inaugural "Real Housewives Awards," Bravo will bring back the awards for a second year. And, with Social Editions driving a 14 percent lift in ratings with its re-airs versus non-social reruns, Bravo will be expanding the initiative in the coming year to new franchises.
Bravo is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. Bravo has been an NBCUniversal cable network since December 2002 and was the first television service dedicated to film and the performing arts when it launched in December 1980. For more information, visit www.BravoTV.com. Follow us on Twitter at https://twitter.com/BravoPR.
*Source: All Platform Time Spent - Megaphone, 1/22/13 - 2/23/14. Day is from 15 minutes prior to East Coast live airing to 15 minutes post West Coast live airing. Includes data from BravoTV.com, Mobile Web and Bravo Now. Brand Favorability Lift - Nielsen TV Brand Effect (IAG). P25-54. 1/1/13-11/10/13. Compares Play Live sponsor in-program exposures to category in-program placement norm on IAG measured networks. Top 2 box Brand Opinion Lift. Norm includes 26 Brand-Show pairs.