New Bravo Initiative to Increase Viewer Involvement in Programming

NBC Universal-owned content company/broadcaster, Bravo Media, has announced an initiative that is designed to increase viewers' involvement in its programming and to build what it describes as a "network of brand ambassadors." The initiative is comprised of two projects, dubbed "Bravo B-Hive" and "Bravo Influentials" respectively. The former is an online program that creates customized viewing parties for fans of Bravo programming, complete with sweepstakes and exclusive content; and the latter is a community of fans who will provide feedback and opinions to Bravo via regular polling. The initiative is the brainchild of Lisa Hsia, Bravo's SVP of new media and digital strategy: "Bravo's core strategy for the future is to build up brand ambassadors by word of mouse," Hsia said in a prepared statement. "By going beyond the television screen and directly into the audience's world, Bravo will be able to grow its user base and create programming and content that our audience actually wants, will use and consume. This initiative allows them to experience Bravo on-air, online and at home, so they can essentially have real life interaction with our brand."

According to Bravo, Bravo B-Hive (bravotv.com/bhive) invites fans to throw at-home viewing parties using various "tools" that the channel provides, including "fun ideas" and access to exclusive content and sweepstakes. The broadcaster launched B-Hive with the latest season of the reality show, "Project Runway,": it is partnering with Bluefly.com on a sweepstakes for B-Hive participants in which they can win a $1,000 shopping spree and the chance to have "Project Runway" alumni attend their viewing party. Fans who upload pictures and comment on the show and their overall viewing experience can be entered into the sweepstakes. Bravo is promoting B-Hive through on-air promos and customized spots, as well as through its Web site.

Bravo Influentials, meanwhile, is a panel of "core Bravo fans" who will be tapped to provide feedback on the channel's series in order to enable it to further develop its programming "in line with what the network's core fans want." Participants will be polled on a regular basis, the broadcaster says, and will be rewarded for their participation via exclusive contests, prizes and access to behind-the-scenes information.