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Published: April 16, 2008 at 02:38 PM GMT
Last Updated: April 17, 2008 at 02:38 PM GMT
Bravo is my absolute favorite network. It’s the network I watch most often and the first I flip to whenever I channel surf. So when I heard Lauren Zalaznick, President of Bravo Media and Oxygen Media, tell journalists over breakfast at Craft yesterday that the network’s strategy for continued success would be to Be Bravo, More Often and in More Places, I was thrilled.
And it seems my obsession is typical of most Bravo fans. Regardless of volume, though Bravo plans to reach 90 million homes this year, viewers are deeply engaged and passionate about the content. “We’re all about consistently super-serving our passionate and I would say sometimes fanatical viewers” said Susan Malfa, Senior Vice President of Ad Sales.
Zalaznick went on to define “Bravo” (the adjective) as young, affluent, entertaining and educated. “Bravo more often” means 45 percent more original content this year and “in More Places” means experiencing the Bravo brands in the market, on and off air and online. Both Malfa and Zalaznick referenced the Top Chef Cookbook as an example of the ways in which viewers could experience Bravo in more places.
Last night I assembled some of my closest friends to watch the finale of The Real Housewives of New York City followed by the season 3 premiere of Workout. “What will we do now that Housewives is finished?” and “Why hasn’t Jackie [Warner] done a Workout exercise
Despite the loss of Project Runway to Lifetime, Bravo will air the fifth season of the hit fashion design competition this July. Of the loss of the show, Zalaznick said “I’ll say it straight out. Regarding last week’s news, as you can well imagine, I have not much to say. It’s ongoing litigation and ‘no comment’ starts here and ends here and that’s what I have to say.”
In addition to a new season of Project Runway, Bravo’s returning series include Flipping Out, Kathy Griffin: My Life on the D-List, Million Dollar Listing, The Millionaire Matchmaker, The Real Housewives of New York City, The Real Housewives of Orange County, Shear Genius, Tim Gunn’s Guide to Style, Top Chef and Top Design.
Frances Berwick, Executive Vice President and General Manager for Bravo Media, unveiled a number of new series. My favorites were Date My Ex and The Real Housewives of New Jersey.
Date My Ex stars Jo De La Rosa and Slade Smiley of The Real Housewives of Orange County. It’s not your typical reality dating series. De La Rosa searches for love in
The Real Housewives of New Jersey is the newest addition to Bravo’s Real Housewives franchise. It will chronicle the lives of five
Of the series in development, two look equally entertaining and appalling- Miami Social and Tabatha’s Salon Takeover.
Miami Social peers into the lives of a group of attractive, wealthy and young professionals living in
Tabatha’s Salon Takeover (working title) follows Tabatha Coffey, who was last seen in the first season of Shear Genius, as she seeks to improve salons across America. In a preview clip, Coffey scolds hair stylists for chewing gum, insisting that they spit it out immediately, into Coffey’s hand. “I don’t think I’ll ever chew gum again” says one of the stylists. After seeing the clip, I don’t think I will either.
In recent years, ABC Family adopted the “event approach” for contact with the ad community, including a panel with showrunners from its series and last year's “Pretty Little Liars” tweetathon simulcast at the Ziegfield Theater. This year, network president Tom Ascheim and colleagues took a more formal approach – while setting dramatic new goals for ABCF. Instead of singularly pursuing Millennials, the focus now is on "Becomers" -- mostly persons 12-34 who are engaged in "that magical and messy place between their first kiss and their first kid," as Ascheim noted. He estimated 69 million Americans fall somewhere in that arena, with their annual spending in the trillions. To meet their needs, the channel will double its year-round original content by 2019. Also, like Pop Network's pitch earlier this month, ABC Family will encourage advertisers to move dollars their way from other networks. "We get [that] it sucks out there," Ascheim said. "The networks you buy are down in viewers and ratings. We're up, and we have a plan to be up for a long time.”Read More
A “kickback” is certainly a negative word. A “rebate” not so much. There are rebates in almost every industry and it’s perfectly acceptable. The real issue is transparency. Because transparency leads to better accountability. Another concern is objectivity. If an agency gets paid more from a media entity without measuring the success of the task on behalf of the advertiser, and gets to keep it without divulging the incentive, how objective can you really be in using the medium?Read More