“There is no power like a Real Housewives
fan with a mobile phone in their hand.”- Lisa Hsia
From go-go
dancer to now top Bravo executive, Andy Cohen has been able to
take TV and turn it into a completely different experience for viewers. With
apps, tweets, and wall posts you can now be the social butterfly you have always
dreamed of without having to leave your couch (or putting on pants).
As hashtags and usernames have become a major part of our world, they
are also now a major factor in television, especially Bravo. Thanks to the obsession of social media and
the addictive reality TV shows on Bravo, social TV has become a
category of its own.
Second screen has been an explosion in the past years for the company. Bravo was the first television network to develop a co-viewing companion
app in 2010. The network is the perfect fit for a second screen experience,
because the fans really care and they have been willing to
Play Live is Bravo’s way of letting viewers watch a show and
participate in real-time with your friends and other fans around the world. It
helps that Bravo’s programming already has an organic sense of interaction,
which makes it easier to generate users.
Viewers are given a URL on the screen,
where they can instantaneously start interacting with the TV screen on the
other device(s) they are using. Play Live features a call-to-action on the
television screen, asking viewers poll questions such as “Which housewife had
the best style in tonight’s episode?” Once fans give their input, they will be
able to see the results after the next commercial break or at the end of the
show.
Bravo has been able
to generate large numbers in participation by the easiness of it all. Play Live
is not an app that one has to wait to download, it is not set up like text
messages where one has to remember codes, it is putting the URL in one time on
your device and having it saved as a bookmark for later easy access.
Bravo has created a trend in social television that many
other networks and companies can adopt. They have welcomed the new age of
social media and technology with open arms, and embrace the uniqueness of their
viewers. In public relations, knowing your audience and knowing what they want
is the key to success. The key points that other television networks can take
away are:
- Viewer Interactions: Watch What Happens Live has a major advantage in bringing in viewers because it is the only broadcasted live program on late night. Cohen generates the questions from the viewers as they come in, making it an exciting and unpredictable experience for both the viewers and those filming the show. Users who submit questions are now the viewers, because they want to see if they will be mentioned on the show.
- Social for the Soul: Cohen takes Bravo beyond WWHL and reunion episodes. He is very active on Facebook, Twitter, Instagram, Vine, etc. He gives fans and users a look behind the camera where they are able to see first hand the going-ons of the network and his sexy selfies.
- Embracing the Second Screen: No one watches television anymore without a second screen. Bravo makes it almost impossible to not participate in their shows with a second screen. Viewers can vote in polls, play the drinking games, tweet in questions, and so on. Bravo is coming at their viewers in every moment during the programs, giving them the attention they desire from their favorite Bravolebrities.
Have you ever engaged in second screening with Bravo or another network? Do you find watching a reunion episode or an awards show more enjoyable with Twitter open? I encourage all of you to watch an episode of WWHL and experience the vivaciousness of Andy. Once you watch one, you'll be a regular viewer!
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