To coincide with its rebranding today, Oxygen is introducing a number of new digital initiatives. The most exciting of them is the roll out of Play Live technology (featured prominently on sister channel Bravo’s ‘The Singles Project’) across a number of upcoming series. Play Live will allow fans to interact with the live broadcast in real time. The first show to incorporate Play Live is ‘Nail’d It,’ which premieres tonight and will display questions for fans to answer at http://www.oxygen.com/playlive. Answers are displayed on TV through sliding scales that update in real-time.
The network is the #4 most social primetime cable reality network in 2014, and of the top 10 most social cable reality networks, Oxygen viewers have the largest number of followers. Engaging viewers through Play Live and the redesigned Oxygen.com will be key to the network’s continued success.
“Layering meaningful multiplatform experiences into our shows has become a vital part of Oxygen programming – we encourage our fans to engage with us and have access to show experiences beyond the ‘first’ screen,” said Lisa Hsia, EVP of digital, Oxygen and Bravo Media. “Rolling out Play Live for the network in tandem with our rebrand is the next step in bringing Oxygen viewers into the fold, giving them a platform to share their perspectives as they watch in real time.”
Here are some of the digital initiatives Oxygen has in store:
– “Nail’d It” premiering Tuesday, October 7 at 9pm ET/PT, will be the first Oxygen program to adopt Play Live technology. Fans will see questions on-air that relate to the action of the show, and may vote via any device by going to http://www.oxygen.com/playlive. Answers are displayed on TV through sliding scales that update in real-time. The show will also invite viewers to express themselves socially by submitting a share-worthy photo of their own nail art using a custom hashtag #ShowMeTheMani. The very best entries will be aggregated on a curated social stream atOxygen.com. Additionally this season, fans will have the chance to participate in a Live Twitter Q&A with host Adrienne Bailon and ask questions via Twitter or Oxygen.com. And for nail aficionados, Oxygen.com will showcase nail tips and tricks by Stephanie Lavery, editor of “Nail It Magazine” and guest judge on the show.
– “My Crazy Love,” premiering October 28 at 10pm ET/PT, will activate fans in a #CrazyLoveStory User-Generated Content Campaign, where users can submit their stories via e-mail, Instagram video, or Twitter. The best entries may be featured in a weekly roundup and select fans will be interviewed by the digital editorial team with their stories elaborated via Q&A’s published to Oxygen.com. Plus, through an exclusive video series “Where Are They Now?”– cast members will update fans on what they’ve been up to since their Crazy Love story ended.
– “Fix My Choir,” premiering on Wednesday, November 5 at 10pm ET/PT, will showcase gospel superstar Deitrick Haddon and Grammy Award-winning recording artist Michelle Williams as they participate in live video aftershows following premiere episodes. Fans will have the chance to ask questions directly to the show’s mentors. And, in a digital showdown between two choirs each week, users will vote for their favorite performance with the winner moving on to face another choir the following week in a new “Choir Throwdown.”
– “Street Art Throwdown,” premiering Tuesday, February 3 at 9pm ET/PT, will offer fans the opportunity to upload photos of their favorite street art via #StreetArtMap on Twitter or Instagram for a chance to be featured on the show’s curated social feeds. In exclusive weekly digital videos, “Street Art Throwdown” Executive Producer, host and co-judge Justin BUA will also talk about how street art and pop culture relate to each episode of the show.