Oxygen Wants ‘Bad Girls Club’ Fans to Interact

Oxygen is once again looking to channel the energy of its chattiest fans by encouraging viewers of the new season of Bad Girls Club to interact via their favorite social networking platforms—in real time as the show airs.

On Dec.1 the network launched OxygenLive.com, where East Coast fans were encouraged to chat about Bad Girls during what the site calls a “real-time viewing party” held each Tuesday. During those parties, users can also post comments on the site or via Twitter and Facebook as the show is broadcast—and read comments from other fans. The site also hosts live chats during episodes hosted by bloggers, Oxygen editors and stars of the show.

Now, starting on Jan. 12 at 10:00 PT, the site is expanding the live viewing/commenting experience to viewers on the West Coast—with help of Bad Girl cast member Kendra. Thus far, the DVR-proof tactic appears to have paid off for the site, and perhaps even the show.

Over the past five weeks the site’s audience has surged by 169 percent to 11,700 unique users, while time spent has jumped by 17 percent to nearly 6 minutes per user, according to internal numbers. The number of comments on the site has also climbed 16 percent to 4,000.

Oxygen.com’s audience has also swelled since the OxygenLive tactic was adopted; unique users have increased by 80 percent to 82,000, while page views have soared by 116 percent to 1.97 million. Plus, Bad Girls now claims 90,000 Facebook fans, according to network officials.

Meanwhile ratings-wise, Bad Girls—now in its fourth season– continues to draw more viewers—perhaps boosted by the viewing parties. According to Nielsen Media Research, the Jan. 5 episode was Oxygen’s watched telecast ever among adults 18 to 49.