While Bravo’s mega Housewives empire is in a bit of turmoil, it seems they might have a new brand on the rise fused with a new partnership with dating site OkCupid. In it’s second week “Most Eligible Dallas“, a docu-series on the top socialites from Dallas, had a double-digit increase in TV ratings to 860,000 viewers, according to a Bravo spokesperson. Bravo recently unveiled a branded channel on OkCupid.
Bravo explains how the partnership works:
To create a more immersive experience for viewers, cast members are integrated into users’ searches where they each have their own “dating profiles.” Fans can learn more about the cast by reading their profiles and watching video bios where they dish on everything from their dating style to why Dallas is the perfect city for singles.
NBC Universal’s BRAVO is seen by many as the gold standard for social TV. Their consistent integration of of social and broadcast has set them apart from other networks that were still struggling to figure out what all these new platforms really meant. Now that even The Weather Channel has tapped into social, can BRAVO keep innovating? This is OkCupid’s first experiment with a TV partnership, and if it goes well, tapping into their world of online daters might be an essential for every other reality show focused around dating. Also, Bravo paid for this partnership, which brings a new source of revenue to OkCupid.
What do you think? Smart move? Will others follow?