NBCU's Bravo has unveiled "Bravo Media," a new global, multimedia content company that will broaden its focus to program and market to every consumer touch point. Bravo will expand its current television and digital content offerings under the newly formed title Bravo Media, creating an all-encompassing group of divisions – talent management alliance, publishing, merchandising, Bravo To Go (wireless), Bravo Experience, digital, television, radio, and international. The announcement was made by Lauren Zalaznick, President, Bravo.
Included is the formation of an alliance with Pangea Management Group to help facilitate the burgeoning careers of the Bravo talent and personalities from the network's popular docu-dramas and competition reality franchises (chefs, interior designers, stylists, etc.); the development of a cookbook based on the network's food series "Top Chef" with partner Melcher Media; branded "Top Chef" knives from Master Cutlery and the first "Top Chef" mobile game from LimeLife.
The new division details
Leveraging the success of Bravo's television and digital assets, Bravo goes "old school," expanding into the traditional medium of books. The network plans to build a series of books based on its franchises. The first release (tentatively set to launch in 2008) will be a cookbook based on Top Chef.
Working with licensing agent Joy Tashjian, JTMG, Inc., the exclusive consumer products agency of NBCU Television Distribution, Bravo Merchandising will produce Bravo licensed product for the network's passionate consumer base. The first product set for release in the fourth quarter at various retailers across the country will be "Top Chef" knives from Master Cutlery, professional quality blades worthy of a Top Chef. From "Top Chef" kitchenware to "Work Out" gym apparel, Bravo fans will have the opportunity to buy goods related to their favorite shows in retail and online.
BRAVO TO GO
The network continues to expand in the wireless landscape when this year Bravo To Go launches the Top Chef Mobile Game with LimeLife, Inc., a premiere mobile media company. This marks the first mobile game for the network, which plans to introduce additional games in the future. Currently on MobiTV, Amp'd and Media Flo carry the Bravo channel bringing original content to wireless on the network's most popular shows.
For Bravo fanatics that can't get enough, Bravo Experience will provide firsthand interaction with the pop culture brand. In December, the network will hold its first Bravo Fan Fest at Universal City Walk in Los Angeles, where visitors can meet the network's favorite personalities face-to-face. Additionally, the network is in development on a Bravo Travel group that would create fun unique experiences reflective of Bravo for the everyday consumer: a Bravo Camp, Bravo Cruises, Bravo Food Tour.
Emerging beyond television, Bravo plans to launch a Bravo Radio division to further maximize the network's successful shows and talent on the terrestrial, digital and satellite radio.
Bravo's BravoTV.com, BrilliantButCancelled.com, OUTzoneTV.com, getTRIO.com and TelevisionWithoutPity.com — will continue to grow and expand. Later this month, BRAVO Digital will launch a food portal to coincide with the network's food category killer Top Chef, the No. 1 food show on cable. With recipe finders, drink blogs, food blogs, video cooking tips and more, topchefonline,com delivers a 365 day a year destination for the food obsessed. The division plans to roll out similar portal extensions around its biggest series.
This Fall, BRAVO Digitak will reintroduce Television Without Pity, the recently acquired top site for all things television. Adding blogs, interactivity, video and more, the site is expected to realize double-digit growth across all metrics.
Bravo's slate of original programming will continue to be licensed internationally by NBC Universal International Television Distribution, with a new focus on driving pre-sales and co-productions for Bravo's popular unscripted series. Bravo's original series "Top Chef," has been licensed to more than 100 territories worldwide and, most recently, a co-production deal was signed with E! UK for "Kathy Griffin: My Life On My D-List." In addition to original produced episodes, NBC Universal International Television Distribution will also continue licensing Bravo's original programming formats to broadcasters around the world. "Queer Eye for the Straight Guy" has had local versions produced in more than ten countries, including France, Germany, Italy, the UK, Australia, Denmark, Norway and Sweden.