Lauren Zalaznick, Bravo/Trio
Lauren Zalaznick, Bravo/Trio
June 21, 2004
Now that NBC and Universal are one, Lauren Zalaznick finds herself at the helm of two of basic cable's most-talked-about channels in her new role as president of Bravo & Trio Networks. In an interview with The Hollywood Reporter senior TV reporter Andrew Wallenstein, Zalaznick held forth on the challenges that lie ahead, from navigating the synergies of her new corporate parent to the uncertain fate of Trio.
The Hollywood Reporter: What's your first priority in your new post at Bravo?
Lauren Zalaznick: The first thing I need to do is concentrate on the stuff I can understand and impact as opposed to stuff going on the air tomorrow or Tuesday. I've got to run alongside (the channel) for a couple of months and jump on when the time is right. This is a very successful organization. I want to understand what's going through the pipeline. Also, summertime is budget time. You want to get enough information on programming and marketing for an effective budget process.
THR: Do you have a sense of how NBC will drive the other cable channels?
Zalaznick: That's the point of (NBC Universal Cable Entertainment & Cross-Platform Strategy president) Jeff Gaspin. He's the strategic key to our future in relation to the NBC engine and all the train cars. That's a guy who is left brain/right brain, he's network and cable. You rarely find someone who is as committed and successful at both. He's the best one to lead the charge on what is effective cross promotion or ineffective shilling, about what is an effective second–window scenario or inefficient spending. That's his expertise that's going to be counted on.
THR: What could that mean as far as programming?
Zalaznick: If you bring all your schedules together, every channel brings to their competitive calendar a different perspective. I have found that if you put together groups of peers who have different goals and different standards of success, you will get different ideas. You don't know where the next hit comes from, the next cross-promotional idea. We'll all be getting pitches, and something that isn't right for USA could be right for Bravo.
THR: What is your understanding of the Bravo brand?
Zalaznick: To me, Bravo is on a very firm road that is presenting things to assumed lovers of media. I think our viewers love movies, television, personalities and opinions. They're shape-shifters who are pretty comfortable with themselves; they don't get boxed in by rigid definitions. I don't want to get drawn and quartered by taking chances within its arts/culture. I think there's room for a lot of different things like comedy. Does that mean a comedian in front of a brick wall with a microphone? No. But "The D-List," with Kathy Griffin, is perfect.
THR: But isn't there too much overlap between the brands of Bravo and Trio?
Zalaznick: That means that I have a challenge. That means I have to really finesse what the message is. Because what's on Bravo could only be on Bravo in this family of channels. Bravo makes real shows, stuff that can continue in many cycles: series, specials, music events. Trio only makes stuff that comments on that kind of stuff. We don't make the fiction itself. We make documentaries and specials about one tiny slice of the pop-culture pie. I think Trio had the opportunity to market itself bigger than it was. On Bravo, we need to do just the opposite. There's so much there that we need to do a better job of telling what's there and why it's on Bravo.
THR: Speaking of Trio, has there been a decision on whether this network will continue? The word is that NBC Uni is on the fence about keeping it going, especially with some key carriage agreements set to expire soon.
Zalaznick: We're going to have to make that decision soon. NBC is really having the reverse education experience with Trio that I'm having as president of Bravo. Now that NBC is on the inside, they don't have to peek through any peepholes. There was no discussion until we were merged. Now that we're going through the upfronts, you have to really put your priorities together; that's what has helped drive this. But we haven't arrived yet at an actual decision.
The Hollywood Reporter: What's your first priority in your new post at Bravo?
Lauren Zalaznick: The first thing I need to do is concentrate on the stuff I can understand and impact as opposed to stuff going on the air tomorrow or Tuesday. I've got to run alongside (the channel) for a couple of months and jump on when the time is right. This is a very successful organization. I want to understand what's going through the pipeline. Also, summertime is budget time. You want to get enough information on programming and marketing for an effective budget process.
THR: Do you have a sense of how NBC will drive the other cable channels?
Zalaznick: That's the point of (NBC Universal Cable Entertainment & Cross-Platform Strategy president) Jeff Gaspin. He's the strategic key to our future in relation to the NBC engine and all the train cars. That's a guy who is left brain/right brain, he's network and cable. You rarely find someone who is as committed and successful at both. He's the best one to lead the charge on what is effective cross promotion or ineffective shilling, about what is an effective second–window scenario or inefficient spending. That's his expertise that's going to be counted on.
THR: What could that mean as far as programming?
Zalaznick: If you bring all your schedules together, every channel brings to their competitive calendar a different perspective. I have found that if you put together groups of peers who have different goals and different standards of success, you will get different ideas. You don't know where the next hit comes from, the next cross-promotional idea. We'll all be getting pitches, and something that isn't right for USA could be right for Bravo.
THR: What is your understanding of the Bravo brand?
Zalaznick: To me, Bravo is on a very firm road that is presenting things to assumed lovers of media. I think our viewers love movies, television, personalities and opinions. They're shape-shifters who are pretty comfortable with themselves; they don't get boxed in by rigid definitions. I don't want to get drawn and quartered by taking chances within its arts/culture. I think there's room for a lot of different things like comedy. Does that mean a comedian in front of a brick wall with a microphone? No. But "The D-List," with Kathy Griffin, is perfect.
THR: But isn't there too much overlap between the brands of Bravo and Trio?
Zalaznick: That means that I have a challenge. That means I have to really finesse what the message is. Because what's on Bravo could only be on Bravo in this family of channels. Bravo makes real shows, stuff that can continue in many cycles: series, specials, music events. Trio only makes stuff that comments on that kind of stuff. We don't make the fiction itself. We make documentaries and specials about one tiny slice of the pop-culture pie. I think Trio had the opportunity to market itself bigger than it was. On Bravo, we need to do just the opposite. There's so much there that we need to do a better job of telling what's there and why it's on Bravo.
THR: Speaking of Trio, has there been a decision on whether this network will continue? The word is that NBC Uni is on the fence about keeping it going, especially with some key carriage agreements set to expire soon.
Zalaznick: We're going to have to make that decision soon. NBC is really having the reverse education experience with Trio that I'm having as president of Bravo. Now that NBC is on the inside, they don't have to peek through any peepholes. There was no discussion until we were merged. Now that we're going through the upfronts, you have to really put your priorities together; that's what has helped drive this. But we haven't arrived yet at an actual decision.
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