Bravotv.com plans to introduce an e-mail newsletter July 1 to promote its television programming and provide marketing opportunities for affiliate advertisers.
“One of the things that's true about the Bravo television network is that the programming philosophy is all about the creative process behind the arts, and frequently people will not know what our programming is about,” said Cynthia Burnell, senior vice president and general manager at Bravo Networks New Media, a division of Bravo Networks, Jericho, NY. “So what we want to be able to do via e-mail is to help consumers understand what is on the television network and entice them to come see it.”
The e-mail newsletter initially will be distributed to bravotv's permission-based online database of 100,000 people, Burnell said.
The newsletter also will serve as another outlet for Bravo's advertisers to push their products and services. Available in HTML or text format, the newsletter will allow marketers to position rich media or video clips in ads.
Bravotv is working to build its online database by promoting the Web site in 30-second spots during programming and through seven sweepstakes since April that have added tens of thousands of names to its database.
The sweepstakes — which collected names, street and e-mail addresses and other data — tied in with the network's on-air programming and awarded minor prizes, allowing the company to conduct multiple contests at a time. A contest on June 5, for example, awarded 10 users an Inside the Actors Studio pink pashmina scarf to promote a Robin Williams' program special in which he used a pink pashmina scarf as part of his routine.
Burnell said Bravo Networks' demographic is single individuals or couples without children who are concentrated in metropolitan areas and have annual household incomes of $75,000 per year.
In related news, bravotv on July 1 will introduce a feature that allows site users to download programming reminders to their electronic calendar organizers or personal digital assistants, Burnell said. The technology, called Infuzer, is powered by on board, a London-based technology provider.
