Content will allow viewers to access videos, social functions
The app will enable users to create playlists specifically tailored to shows they watch on the network, which includes the “Top Chef” and “The Real Housewives” reality franchises, and access short-form videos, photo galleries, polls, games and social messaging.
Bravo also will sell sponsorship opportunities through the app, providing the network with a new source for advertising revenue similar to how it’s done online through original series like “Top Chef’s” “Last Chance Kitchen.”
However, the app will not include full episodes or capability to consume companion content timed to on-air programming.
The Bravo app will be available across web-connected devices powered by Samsung, Google TV and Yahoo Widgets in a bid to bring more sophistication to the interactive offerings typically made available by TV networks, according to Lisa Hsia, exec VP of digital at Bravo.
“Most of the entertainment video apps are all built on the same template but ours is the first that will have a much richer, lean-foward approach,” she said.
Hsia’s hope is that by getting a better sense of user behavior on connected TVs, the app could get more powerful as it gets more traction in the marketplace.