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Bravo Launches Groundbreaking Interactive Ad Program TVWeek

Bravo Media announced today the launch of an innovative advertising program that enables viewers to interact with live on-air content. “Play Live” debuts tonight in connection with the airing of “Watch What Happens Live” at 11 p.m. ET/PT, with other programs to be added in the months to come.

Play Live’s technology enables advertisers to create live interactive ads with functionality such as poll questions and e-coupons. Bravo plans to roll it out on a number of its most popular programs.

In its announcement, Bravo said: “To participate, each week fans can visit bravotv.com/playlive on their mobile phones, tablets, desktops or download the Bravo Now app to play with Bravolebrities, friends and other fans to make predictions on what will happen next or to voice opinions on various topics and polls. Live voting results are shown on-air, changing in real time during the broadcast as the audience reacts to what’s happening in the show.”

Lisa Hsia, Bravo’s EVP of digital, said: “Bravo fans are passionate and engaged viewers. Play Live caters to the fans by offering participation TV -- a new way to enjoy a show with other fans as the broadcast unfolds live. Best of all, it’s easy -- there’s no app to download and install. Viewers participate via URL with any device that has Internet access.”