In 1973 PBS produced a 12-part series depicting a nuclear family going through a divorce called An American Family. This was the birth, in the modern sense, of reality TV. From 1973 till today we’ve been exposed to shows such as The Dating Game, Survivor, American Idol, Top Model, The Real World, Dancing With The Stars, The Apprentice, and Fear Factor. December of 1980 marked the birth of Bravo TV and their quest for original reality TV content. MTV has produced some of the most watched and recognized reality TV shows, but their primary demographics are adolescents and young adults. Bravo TV produces a versatile array of original reality content to the gaudy audience range of 18-54. Bravo is then able to channel their audience to their website which ranks in top 2,500 sites for traffic worldwide according to Quantacast. When Bravo TV programming airs it lays the base for discussion, opinions, and criticism which can easily be dispensed on a website. Bravo TV has transcended the art of pairing social media with television programming.
Bravotv.com was not created to re-air their programming, you can use Hulu for that, Bravotv.com is an extension of their shows. Video content is available via their site, but typically the content is additional reactions of the shows participants or side dramas that brewed off camera. Bios, blogs, and photos allow you to personally get to know your favorite contestants. Forums, polls, and the ability to comment on blogs allows you to interact with other fans. Games put you in the place of the contestants and Bravo’s use widgets enables you to keep up with the latest information.
Personalization and authenticity is a big thing and what better way to feel loved than to get a weekly, personalized, text message from your favorite contestant. Bravo’s mobile services provide you with updates and information beyond the Internet. The great debate about mobile advertising and social media content does not hinder Bravo TV’s efforts. Bravo TV truly engulfs the user with content on all possible avenues. Most importantly they manage to shrink the time between episodes because of their abundance of content and interaction with fellow viewers.
Of course no TV station is complete without an online store, but Bravo does it Web 2.0 style. The SeeON! and shopisodes are some of the most creative ways I’ve seen TV programming used to sell merchandise. Visit the SeenON! page to buy some of the clothing pieces contestants are wearing as well as branded merchandise.
Then if you haven’t watched a shopisode before I suggest you visit the page just for the sheer baffling TV to merchandise experience. In real time, clothing items appear in a side window when they are mentioned and users are then redirected to the clothing retailer that carries the item. Amazing!
While everyone could see reality TV was built for Web 2.0 and social media interactivity the takeaway from Bravo is the manner they did it. Your brand might be clearly defined and functioning outside of the web, but by implementing Web 2.0 technologies and a social media network you’ll be exposed to a wealth of information. By connecting and responding to your users you have ability to take a solid brand and create a dynamically indestructible brand. Who knew we could take so much away from reality TV?
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I always thought the closest example to web 2.0 television came from Toronto’s City TV. The show was called “Speakers Corner” where anybody could enter a “video booth” set up in a downtown location, pop in a buck and speak their mind. The show aired once a week. By the people, for the people.
( http://www.youtube.com/watch?v=K-TH73J7aa8 )
It’s good to see bravo getting in the game… The concept of being able to buy clothes and furniture etc. from tv shows in not entirely new, but it is interesting to see it come alive via the web. Interactive television has been fledgling along for some time now. I guess it should be no surprise that bravo took this concept for the web. Not sure that it is 2.0, but it is an interesting idea.
It’s interesting to see the extension of fiction online with shows like Lost too. There is also the hijacking of characters from MadMen on twitter. Tweeting from 40 years ago… Ironic, given that most ad agencies are staying away from social media.
Great post!
Nice summary of BravoTV’s efforts. I’ve been tracking on Discovery Channel’s work – http://dsc.discovery.com/fansites/dirtyjobs/dirtyjobs.html
to deepen and widen their audiences. But BravoTV has raised the bar.
Quality content attracts a community. Those who are integrating the broadcast media to drive greater engagement in the digital space are the ones who will lead. Those who still believe broadcast media is the center won’t be around long.
Ironically, the incumbent media giants have the greatest opportunity to dominate the space given their existing audience base. Unfortunately for them, human nature will keep them from seeing that what worked in the past isn’t what will work in the future.
@scottyhendo
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Alena