Bravo Changes Name, Allies with Talent Agency

By Jon Lafayette

Bravo is changing its name to Bravo Media, reflecting a broader business plan that includes talent management under a new alliance with a talent agency.

Bravo Media, owned by NBC Universal, is teaming up with Pangea Management Group to help manage the network's roster of new talent that emerges from its reality series including "Top" Chef," "Work Out," and "Top Design."

Bravo is also working with a licensing agent to produce consumer products. The first product will be "Top Chef" knives from Master Cutlery. Also on the drawing board is more "Top Chef" kitchenware and "Work Out" gym clothes.

In addition, the network plans a series of books based on its programming franchises. The first is expected to be a cookbook based on "Top Chef."

The network is planning to branch out into radio and special events. A Bravo Fan Fest is planned for December at Universal City Walk in Los Angeles. A Bravo Travel Group is being formed to create Bravo Camp, Bravo Cruises and a Bravo Food Tour.

Bravo Media also includes Bravo TV, Bravo Digital, Bravo to Go (mobile) and Bravo International.

"We've evolved into a multimedia company with a strong, clear brand, and are organizing our business for the future," said Lauren Zalaznick, president of Bravo Media. "While television is at our core and will always be the heart of what we do, Bravo Media extends that content and brand to every platform to suit our passionate consumers' lifestyles."

(Editor: Romanelli)