Bravo Announces Shift in Target Demographic, New Slate

NEW YORK, April 12: Bravo is shifting its focus to the 18-49
demographic from the 25 to 54 set and is bolstering its original programming
slate with new shows like Hey Paula, featuring
American Idol judge Paula Abdul.

Bravo currently attracts the most number of affluent,
educated, and engaged adult viewers aged 18-48—otherwise known as “The
Affluencers,” a new word coined by the network. In 2006, Bravo experienced a
22-percent increase among viewers aged 18-49, and in the first quarter of this
year, the network achieved a 19 percent prime-time gain in adults aged 18-49
vs. the first quarter of 2006. "Coming off our best year ever and our best
first quarter ever, Bravo continues to thrive and attract viewers that are “The
Affluencers”—they're young, rich, acquisitive, educated and influential,
at the forefront of trends both in style and technology," said Lauren
Zalaznick, the president of Bravo.

The channel is adding a third night of original programming,
on Thursdays, in a bid to capitalize on the success of its Tuesday night
docudramas and Wednesday night competition reality series. New series
premiering on the network include Hey Paula, a new docu-series that provides a candid look at American
Idol judge and multi-platinum artist Paula
Abdul; Flipping Out, featuring an
obsessive compulsive successful businessman named Jeff Lewis who has
anger-management problems; Welcome to the Parker, a look at the unique personalities that work and play
at the luxurious Parker Palm Springs hotel; and Millionaire
Matchmaker, about the founder and CEO of an
elite matchmaking service.

Returning series include the third season of the
culinary-themed competition reality series Top Chef this summer; the fourth season of Project
Runway, premiering in the fourth quarter of
this year; the third season of the unscripted series Kathy Griffin:
My Life on the D-List; and the second
season of the high-end real estate docu-drama Million Dollar Listing.
This year will also see the return of
Bravo’s longest-running series, Inside the Actors Studio, and a new season of the half-hour online series Watch
What Happens.

Bravo is coming off a record-breaking
2006, followed by a record-breaking first quarter in 2007. In 2006, the network
saw 10 different program series each top the 1-million viewer mark.
Additionally, Bravo's online offerings continued to increase as the Bravo
digital properties topped 103 million page views in the first quarter of this
year, representing a 40-percent increase over the first quarter of 2006.

"Bravo has successfully built hit series with a
following of passionate viewers that can't get enough of our five affinity
groups: fashion, food, design, beauty and pop culture," said Frances
Berwick, the EVP of programming and production at Bravo. "With our
originals now on Thursday nights, advertisers can tap into the Bravo viewer's
strong consumer weekend interests—going to movies, shopping and spending
loads of money."