Bravo Still Selling ‘Runway’

Apr 15, 2008  •  Post A Comment

“Project Runway” remains part of the upfront presentation for Bravo, which is touting a 45% increase in original program hours as well.
Last week, the Weinstein Co. made a deal to move “Runway” later this year to Lifetime, which had the show’s Tim Gunn and co-executive producer Harvey Weinstein at its presentation Monday.
Bravo’s parent, NBC Universal, sued the Weinstein Co., claiming it retained the right of first refusal to the award-winning show, which will air its fifth season on Bravo beginning in July.
At a Tuesday press breakfast, Bravo Media President Lauren Zalaznick declined to comment on the move of the show because it was in litigation.
She joked that she was expecting Mr. Weinstein at the Bravo presentation, too.
Mr. Weinstein had said at Lifetime’s event that he was friends with NBC Universal’s Jeff Zucker and that he’d be cleaning his house and babysitting his kids as penance for moving the show. Ms. Zalaznick noted Mr. Zucker has four kids, and it would take “a long time to drop them at school, so he may or may not make it.”
A Bravo spokesman said season five of “Runway,” which Bravo is selling to ad buyers, will receive the full promotional treatment.
On a more earnest note, Ms. Zalaznick said her company’s goal was to be Bravo more often and in more places. That means increasing the amount of original content for the network and other distribution platforms, whether online or at bookstores. A “Top Chef” cookbook has sold 100,000 copies, she said, and Bravo is negotiating a second printing.
“We want to put consumers in the middle of our swirling bubble of Bravo,” she said.
The network is bringing back 12 original reality series that averaged more than 1 million viewers, said Bravo general manager Frances Berwick.
Among those returning series is season two of “Tim Gunn’s Guide to Style.” A Bravo spokeswoman declined to comment on what happens to the show after that second season, when Mr. Gunn and “Runway” switch networks.
The network also is expanding its “Real Housewives” franchise with “Real Housewives of New Jersey” and “Date My Ex,” featuring characters from the first two seasons of “Real Housewives of Orange County.” “Real Housewives of New York” also will be returning.
Also in production is “The Rachel Zoe Project,” featuring the celebrity stylist.
In development are “Donatella,” featuring New York restaurateur Donatella Arpaia, “Miami Social” and “Tabatha’s Salon Takeover.”
Bravo said its “More Bravo” approach was yielding more money.
Susan Malfa, VP for ad sales, said revenue was up 30% last year as the network added 110 new advertisers, and was up 60% in the first quarter. Mobile and digital revenues were up as well, she said.
On the digital front, Bravo talked about its “L-bar,” in which the TV picture is shrunk by 20% to introduce elements with which viewers can interact using their cell phones.
In addition to offering viewers the ability to participate in quizzes and ask questions, Bravo plans to bring sponsors into the feature, allowing viewers to request more information about a brand or get coupons.

One Comment

  1. Super stars get every thing provided to them so effortlessly however they wont think about the people who are out here having difficulties, anyone getting harmed evicted busted though they were given the whole world in they hands but we people do not always wrestle for a greater tomorrow where i are living at a tomorrow isnt always promised . And their teenagers have it so god damn trouble-free and continue to ungrateful man i’d personally Murder for blessing.

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