A Pity business for Bravo
Buys hard-core TV fan Web siteBravo has acquired Tele-visionWithoutPity.com, a site catering to hard-core TV fans, the NBC Universal-owned network said Tuesday.
Under the site's new ownership, the sarcasm-laden dot-com will continue its tradition of offering uncensored episode recaps and a forum for fans of the small screen. Financial terms of the deal were not disclosed.
The site will join Bravo's digital portfolio, which includes BravoTV.com and the suite of online properties under the Trio banner, BrilliantButCancelled.com, OutzoneTV.com and GetTrio.com.
"The fact is that 10 years of this kind of editorial voice and curatorial selection goes a long way in the online world — it has a name, attitude, rhythm to it and a following," Bravo president Lauren Zalaznick said. "If this particular site had not existed, we would have tried to build it."
Television Without Pity co-founders Tara Ariano and Sarah Bunting will stay on as the site's editors, while Ariano's husband, David Cole — also a co-founder — will continue to manage the site's operations.
Bravo said the acquisition elevates the network's presence on the Web by 27% in terms of unique visitors and more than doubles its total page views.
The site receives about 30 million page views a month, according to comScore MediaMetrix.
"There really is no destination that is so organically tied to what viewers are talking about on television — to the point where some of the recappers have gotten jobs on network shows themselves and the networks look to it as a place to find out what people are saying about their shows," said Jason Klarman, executive vp digital and marketing at Bravo, noting the site's advertising opportunities.
The site dates back to 1998 when Ariano and Bunting created a site sarcastically analyzing "Dawson's Creek."
"Right away, we wanted to add a few shows," Ariano said. "Beyond that, we have our eye on doing less dated content, podcasts/audio/video, as well as more news, more interviews and blogs for specific shows, covering shows in different ways beyond our recaps."