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UPDATED 5:40 p.m. PT Jan. 17
Lauren Zalaznick has tapped one of her top lieutenants at Bravo, executive vp marketing and digital Jason Klarman, to run day-to-day operations at Oxygen.
As GM of Oxygen Media, Klarman will work closely with Zalaznick, president of Bravo Media and Oxygen Media, to shape the overall marketing, digital, communications and sales strategy for the network, which was acquired by NBC Universal in November. He also will manage the brand strategy and the development of all digital content.
In addition to the TV network, Oxygen owns and operates Oxygen.com, Quizfarm.com, BabyNamer.com, MyOvulator.com and SheDidWhat.tv.
“At Bravo Media, and before that at Trio network, Jason has brought innovation and growth to every part of the business he’s touched,” Zalaznick said.
Klarman said his first priorities will be to study Oxygen’s development slate and work on plans for launching additional nights of original programming.
“In a landscape of networks, Oxygen has done an incredible job of breaking through the clutter, being relevant to women and launching a bunch of hit shows,” he said, pointing to reality shows “Tori & Dean: Inn Love” and “The Janice Dickinson Modeling Agency,” which posted season-high numbers Tuesday in total viewers and key female demos. “I think the opportunity is to build upon that success.”
Klarman doesn’t see it as an issue that he’s a male running a network that targets women, pointing out that at Bravo he was focused primarily on the female demos.
“We were able to build that constituency at Bravo, and I see it as being no different at Oxygen,” he said. “I think I come to it as a curious but strategic executive who is just looking to grow the business.”
At Bravo, Klarman helped launch some of the channel’s hits, including “Project Runway,” “Top Chef,” “The Real Housewives of Orange County” and “Kathy Griffin: My Life on the D-List.”
Klarman also spearheaded the network’s rebranding that introduced the talk bubble logo and “Watch What Happens” tagline.
At Bravo, Klarman also transformed the network’s Web site from a promotional-focused site to an online hub for everything Bravo and everything pop culture. In addition to launching such broadband sites as BrilliantButCancelled.com and OutZoneTV.com, Klarman was instrumental in acquiring the Web site Television Without Pity.
Under his watch, Bravo’s digital properties grew from 8.5 million page views a month in 2004 to 90 million page views last month.
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