Bravo's multimedia brand plan

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Bravo said Thursday that it wants to expand its brand into other forms of media.

Renamed Bravo Media, the NBC Universal unit is launching several new divisions to broaden its TV and digital content offerings in the areas of publishing, merchandising and radio.

As part of the new venture, Bravo also announced a partnership with Pangea Management Group, the talent management division of RDF USA, in an effort to boost the careers of talent appearing in the network's programming.

“We’ve evolved into a multimedia company with a strong, clear brand and are organizing our business for the future,” Bravo president Lauren Zalaznick said. “While television is at our core and will always be the heart of what we do, Bravo Media extends that content and brand to every platform to suit our passionate consumers’ lifestyles.”

Said RDF USA chief executive Chris Coelen: "Bravo is really smart and forward-thinking. It's going to be a real revenue-generating opportunity for everyone."

Within the new Bravo Publishing division, a series of books will be centered on network franchises, with the first publication a cookbook based on "Top Chef." Under Bravo Merchandising, retail products like kitchenware based on the show will be marketed.

Through Bravo to Go, the network will introduce its first wireless game, launching its "Top Chef" mobile game this year; the "Bravo Experience" will connect consumers to its programming through scheduled events such as festivals and tours that are tied to content.

While Bravo TV will be considered the division that remains at the core of the cable network's programming, Bravo also will launch Bravo Radio with the intent to extend the presence of talent to digital and satellite radio.

To coincide with its existing digital suite of BravoTV.com, BrilliantButCancelled.com, OutZoneTV.com, GetTrio.com and TelevisionWithoutPity.com, Bravo's online presence will continue to grow with the launch of a "Top Chef"-related food portal and more Web extensions related to other Bravo series.

Additionally, Bravo International will serve to expand the network's licensing efforts across the world with a greater focus on its unscripted series.
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