NBC’s Bravo Uses Web Original to Build Prime-Time Show

By on 12/04/2012 6:52 AM @daisywhitney

While several TV networks offer companion Web series to their TV shows. Bravo, a unit of NBC Universal, is using an orginal Web series to grow a prime-time program.

The network recently launched the second season of Emmy-nominated Web show “Last Chance Kitchen” that has helped to drive audience to the show, says Lisa Hsia, EVP Bravo Digital Media, in an interview with Beet.TV.

What’s unique about the digital series is that it serves the traditional show, rather than merely acts as a complement. In “Last Chance Kitchen,” chefs who have been eliminated from the TV show can compete anew to land another slot on the TV program. “On-air drew to digital and digital threw back to on-air and we had a social loyalty and rewards program driving to both,” she says, adding that Bravo increased its reach in double digits to the on-air show via the digital component. “I no longer think of Bravo only as a TV network, but as a content production netowrk of which digital and analog are a part of it.”

The other benefit of a digital series such as Last Chance Kitchen is that it offers a new revenue stream for selling ads. Hsia adds that second screen has played a role in the success of the digital series. For the newest season, Bravo will allow for more fan input. Via “Save a Chef,” fans can now vote on chefs eliminated in “Last Chance Kitchen” that they want to see have another shot the next week.

Bravo has been an innovator in the digital arena for some time, exploring companion Web series and social TV interaction for its shows.  Last month, we reported on a new interactive platform for TV viewers.

This video is one in a series of leadership interviews with digital innovators presented by FreeWheel.

Daisy Whitney

Recent Videos
image
BrightRoll’s DoubleClick Google Enables YouTube Programmatic Buys

Programmatic video ad platform BrightRoll is integrating its systems with Google’s DoubleClick Ad Exchange, enabling buying of video ads on Google’s YouTube via “programmatic” methods from the BrightRoll end. “The DoubleClick bid manager has been a buyer on our marketplace for ...

image
Dolby Readies Deeper Color Palette for Video w/ Amazon, Sharp, others

LAS VEGAS — Can Dolby do for eyes what it’s done for ears? The San Francisco-based firm is best known for its audio developments, but recently unveiled Dolby Vision, its system for encoding pictures with more colors, brightness and more dynamic range than the current TV grading standard. ...

image
Viacom’s Spina Wants Unified Social Data Measurements

A single currency for measuring the impact of social interactions with brands would help eliminate confusion in the marketplace, says Viacom Media Networks’ integrated marketing EVP. “There’s a collection of third-party data reporters in addition to first party,” Dario Spina tells ...

image
Video Ads Changing Faster In EU Than US: Videology’s Gaskamp

LAS VEGAS – America’s patchwork TV provider landscape means linear’s move to data-driven digital ad trading is not happening as quickly as in some other parts of the world, says video ad tech vendor Videology. “We’re very complex (in the US), there’s a lot of people ...

image
Group M’s Xaxis Goes Large With TV-Synced Two-Screen Ads

LONDON — More advertisers may soon buy synchronized video ads on multiple digital screens to continue reaching TV viewers distracted by secondary devices. Group M’s data and audience unit Xaxis has already operated the scheme, dubbed Xaxis Sync, in the Netherlands, buying social mobile ads ...

image
Buying Video Traffic Is Not A Four-Letter Word: Taboola’s Silberstein

Publishers and brands spend a lot of money trying to draw audiences from other sites and services, whether through social awareness-raising or through marketing efforts. But what audiences do on your site depends very much on where they came from, says an exec from a content discovery engine. ...

image
A Revolutionary Apple TV? Don’t Expect too Much, IDC Analyst Greg Ireland

LAS VEGAS – Over the past four  years,  speculation has been rampant about the entrance of a new Apple hardware/software solution that will revolutionize the IPTV and gaming businesses. But it’s not going to happen, cautions industry analyst Greg Ireland, Research Manager at IDC, the this ...

image
Ericsson Taps Elemental Technologies for “Virtualized Encoder”

LAS VEGAS  –   As part of Ericsson’s expansion into cloud-based video encoding with its “Virtualized Encoder Solution,” it has tapped Portland, Oregon-based Elemental Technologies, the companies announced at the NAB Show. We sat down with Ericsson’s Giles Wilson, Head of TV ...

image
Qualcomm is Shipping MPEG Dash Enabled Chips on All Android Devices

LAS VEGAS –  Semiconductor manufacturer Qualcomm is now shipping all Android devices with MPEG Dash implementations — and some phone manufacturers (OEM’s) are enabling the new video streaming standard, says Aytac Biber, Video Technology Product Manager, in this interview with Beet.TV Aytac ...

image
Ooyala Taps Microsoft Azure for Cloud Solutions

LAS VEGAS – Ooyala, the digital video services company, which has been expanding its offering as a “TV Everywhere” platform for big broadcasters including Univision, has entered an agreement with Microsoft for its Azure, cloud-based platform, explains Jonathan Wilner, VP for Products, in ...

image
Microsoft Unveils Skype TX, a Studio-Grade Solution for Broadcasters

LAS VEGAS – As television, digital, radio and even live events come together, Skype has found a place in the middle of that convergence, connecting people worldwide via live television and digital, says Angie Hill, general manager of consumer marketing at Skype, in this interview with Beet.TV at the 2014 ...

image
UGC-Based Broadcast is #1 New Syndicated Show in U.S.

LAS VEGAS – The manpower and resources behind local news have shrunk but the time frames have not, leading to a lot of repetition in news programs, says Phil Alvidrez, executive in charge of production for RightThisMinute, a TV show that publishes online video content – and tells the story behind it – ...

loader