Bravo pulls back curtain on ‘Play Live’ interactive product

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By Alex Weprin 

Bravo TV has formally unveiled the interactive TV feature it hyped last month. Now called “Play Live,” the service will make its debut on “What What Happens Live” tonight at 11 PM. The interactive product will be based at www.bravotv.com/playlive, and on the Bravo Now app. Bravo details exactly what to expect in the official announcement:

Live voting results are shown on-air, changing in real time during the broadcast as the audience reacts to what’s happening in the show. Fans can cast votes, deciding who’s hot, who’s not, and an array of other interactive questions customized to what’s happening on screen. For example, when the experience rolls out to other Bravo programming, questions such as, ‘Which chef would you choose to cook dinner for you?’ or ‘Who will bring the most drama this season — the housewives…or their husbands!’ could appear on screen.

The service is also meant to serve as a revenue driver, as advertisers can serve up polls or questions that may tie into a product, or offer a coupon as the relevant product or service is featured on TV.

“Bravo fans are passionate and engaged viewers,” said Lisa Hsia, Bravo’s EVP of digital in a statement. “Play Live caters to the fans by offering participation TV—a new way to enjoy a show with other fans as the broadcast unfolds live. Best of all, it’s easy—there’s no app to download and install. Viewers participate via URL with any device that has internet access.”