Bravo Strikes Deal With Old Navy; Part of Network’s Digital Strategy

By on 03/06/2013 8:57 PM @

Bravo inked a deal with Old Navy for an integrated synch-to-TV experience for the network's Play Live technology. The so-called "participation TV experience" will let fans play along with Old Navy-sponsroed live content during the second season of "It's a Brad Brad World" slated to premiere March 6. The integration is one of Bravo's latest efforts in the digital arena. At the recent Beet.TV executive retreat, we heard from Lisa Hsia, EVP, Digital Media at Bravo, about the network's approach to digital investment.

"I am a big believer that sometimes you just have to do it," Hsia tells Ashley Swartz, CEO and Founder of Furious Minds, who led the on-stage discussion. "You can be parlayzed by who's doing it, but you have to get out and do it and pivot as you go along. I would like to build a more flexible foundation and in the short-term follow the revneue, and long-term build the infrastructure for this to grow." Besides, she adds that investment in digital programming and features isn't that costly. "You take calculated risks and if you find the right advertiser you make your money back," she says. She adds that more than half of Bravo's digital dollars come from integrated buys, but that the network has nabbed standalone digital brand dollars too.

Joining in the conversation is Rob Norman, Chief Digital Officer at GroupM Global, who discusses the upfront market.

Daisy Whitney

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