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VIDEOBravo for Bravo
Shameless self-promotion, branding onslaught responsible for cable channel's resurgence.
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Some of you may have never watched Bravo - the NBC Universal (GE) cable channel responsible for cultural phenomena like top chefs, real housewives, and Project Runway. But despite the fact that the ranks of high society (Bravo’s ostensible bread and butter) are shrinking, the network increased its popularity in 2008.
Originally launched by Cablevision in 1980, Bravo began its programming makeover in 2003 with, um, a makeover show. Queer Eye for the Straight Guy, called revolutionary by many, reached 3.5 million people and spearheaded a programming schedule built around cuisine, fashion, design and all-around fabulousness.
Bravo is number-18 among primetime cable entertainment networks, and boasts 11 primetime Emmy nominations. But most impressive is this: 14 of the 15 products that experienced the greatest brand-opinion improvement in 2008 appeared on Bravo. And when it comes to product placement, no Bravo program saw greater activity than the high-rated Top Chef, which last year earned placement dollars from Toyota (TM) Clorox (CLX), Campbell’s (CPB), Quaker(PEP) and Dr. Pepper (DPS).
The network also unveiled a series of retail and merchandising partnerships to sell Bravo-themed products and services, ranging from wines and floral arrangements to cutlery to fashion. With upcoming shows targeting the heady worlds of home design, art, and florists, that brand expansion is expected to continue. And Bravo’s demographics support the push - particularly its website, which boasts 1.3 million monthly global visitors, a third of whom earn more than $100,000 a year.
An October New York Times Magazine article -- appropriately titled "The Affluencer” -- profiled NBC Universal executive Lauren Zalaznick, the person who is perhaps most responsible for Bravo's expansion.
Zalaznick acknowledged that there's “a wink to the audience that says, ‘Hey, you’re watching commercials,’” she said of the brand cross-promotion. “And we know that you know that we know you’re watching commercials.”
Exactly - which is perhaps why viewers continue to watch them.
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