Bravo (television network)
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| Bravo | |
|---|---|
| Image:Bravologo.jpg | |
| Launch | December, 1980 |
| Owner | NBC Universal |
| Web address | BravoTV.com |
Template:Otheruses4 Bravo is a cable television network owned by NBC Universal. It is currently seen in more than 70 million homes and was the first service dedicated to film, drama, and the performing arts when it launched in December 1980. Bravo's programming schedule includes feature films (primarily from the Universal catalogue), theater, dance, music and documentaries. Bravo also airs reruns of series from parent network NBC (including The Restaurant and The West Wing), and produces original reality content (including Queer Eye for the Straight Guy, Boy Meets Boy, Project Greenlight, Celebrity Poker Showdown, Project Runway, Party/Party, Showdog Moms & Dads, and Showbiz Moms and Dads).
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Ownership
Bravo TV was originally a service of Cablevision's Rainbow Media. In 2001, MGM Studios had a 20% stake in the channel. In 2002, it was acquired by NBC. Today, it is owned by NBC Universal. Its corporate offices are at Rockefeller Center in New York. Other cable networks owned by NBC Universal include: CNBC, MSNBC, mun2, Sci-Fi Channel, ShopNBC, Telemundo, Sleuth TV, Universal HD and USA Network, as well as some partial ownership of international cable channels such as CNBC World, CNBC Europe and CNBC Asia Pacific.
Positioning
According to NBC Universal’s Bravo fact sheet, “Bravo is the cable network that plugs people into arts, culture and pop culture with original programming, movies and by showing a whole different side of celebrities.”. They cultivate an arts and pop culture focused image including original niche reality programs. Their new positioning statement, “Watch what happens,” is a reference to the network's current focus on original reality programming.
Target audience
Bravo’s target audience is age 25-54, affluent, educated and tech-savvy males and females with high levels of disposable income. Bravo's market share of this demographic continues to grow, and according to Bravo’s annual programming report, is higher than that of competing networks such as A&E, The History Channel, The Discovery Channel, Food Network, HGTV and The Travel Channel. Their focus on this demographic is apparent from their programming, particularly their reality programs that focus on celebrities, living and home improvement, as well as reruns of programs that play well to this audience. Local and national advertising is appropriate to the target demographic: local advertisers include jewelry shops and computer stores, and national advertisers include computer companies and business services.
Distribution
According to NBC Universal’s Bravo fact sheet, Bravo is currently available in more than 79 million homes. Some sources including Bravo’s Programming Highlights for this year put the number at closer to 78 million.
Promotion
Bravo gives substantial advertising to both their original and off-network programming. Heavily promoted original content includes Inside the Actors Studio, Great Things about being…, Top Chef, and Celebrity Poker Showdown. Queer Eye for the Straight Guy, which Bravo now produces in-house, was once an example of the off-network shows aired by Bravo, such as The West Wing. Much of Bravo's success in differentiating itself from other cable channels has been in its ability to maintain their balance of original and classic series.
Programming
Bravo utilizes block programming for both new shows and successful existing ones. Bravo has also had great success with programming franchises. These include their "100 Greatest..." TV and film retrospectives, based upon the concept of AFI's 100 Years, 100 Movies; Project Greenlight and Project Runway; Showbiz Moms and Dads and Showdog Moms and Dads, ;Party/Party and a handful of successful gay-themed dating and reality shows, a niche which had yet to be filled by the reality-heavy networks.
High Definition
Bravo has also launched an HDTV network called Bravo HD+ (now Universal HD). This network is not an HDTV simulcast, but rather has its own schedule and programming.