Marketing Ingenuity: A Website for Mocking Hit Bravo Shows Brought To You by Bravo.

Normally you don’t see networks providing a place for fans to publically rant about the channel’s programs (fan forums on most networks’ official websites are, whether they want to admit it or not, heavily monitored and controlled). Nor do most networks have websites devoted to recapping and promoting the hottest shows from their rival stations. But for Bravo, owning a site that lets fans mock Tim Gunn while exalting the talent and dashing good looks of Ryan Seacrest actually works. Even when users are saying things like “I am not yet convinced that she actually has a personality,” and “I want to give the woman a Red Bull or four so she'll talk faster,” in reference to Padma, the host of Bravo’s hit series “Top Chef,” the website surprisingly still fits into their overall marketing plan.


In 2007, Bravo, the home of “Tim Gunn’s Guide to Style” and “The Real Housewives of (Insert City Here)” bought the website www.televisionwithoutpity.com, a popular hub for television enthusiasts which features recaps, interviews, articles, and fan forums among other things. Even I, someone who doesn’t have any sort of cable subscription (I guess I’m part of Daisy Whitney’s Cable-Free Army, eh?) really love poking around on it from time to time. It keeps me updated on all those shows I wish I had time to watch and I can stay afloat with the ever-changing relationship of Blair and Nate from the CW’s Gossip Girl.

So why is Bravo is providing me with all this information about shows on rival networks? Aren’t they just driving me to go watch these other shows instead of watching Bravo? Well, in my opinion, what initially seems like a weird move for a cable network owned by General Electric is actually a brilliant marketing move. For one thing, Bravo’s ownership of TWoP proves that Bravo Execs have some serious confidence in their original programming and that it can stand up to all the hits on other networks.


But beyond that, Bravo actually gains a number of things by owning TWoP. Bravo is a network targeted to those 18-45 year olds that love all things pop-culture and what is more a part of pop-culture than popular TV shows? TWoP, above all else, furthers the network’s brand image. Those lovers of all things television come to the website and realize that Bravo understands them. Bravo is giving them a place to air their grievances about all kinds of different shows and a central point to read about every popular show currently running, building brand equity with its core viewers. TWoP also unlocks a world of information for the Execs at Bravo. This is their primary target audience and by having users create a profile (something you have to do to post in the forums) which tells their age, sex, location, interests, and even television viewing habits, their core viewers are essentially providing the network with better market research than they could go out and buy. They get to see what people are posting about, what people aren’t positing about, and who each and every one of those posters are. Television Without Pity is a great addition to Bravo’s online holdings and a great marketing tool for the network (and, a pretty great website if I do say so myself).

Oh yeah, and apparently you get some ad revenues as well when you run and own a popular website... something I’m sure Bravo doesn’t mind either.

Preston Hershorn
University of Pennsylvania

For Jugular Advertising click here.

For The New Advertising click here