• by June 14, 2007

Bravo President Lauren Zalaznick yesterday declared that the NBC Universal network's 360° multi-platform model was "over" after two years, telling an SRO PROMAX/BDA session that Bravo has moved on to a "4D model"--a "swirling mass of information" designed to reach consumers who "feel very comfortable living in a cyclone of a brand."

Marking the new 4D approach, Bravo said it was launching a destination food Web site, wireless site and other content elements in conjunction with last night's premiere of "Top Chef's" new season.

With John Miller, chief marketing officer of NBC Universal Television Group, set to host a PROMAX session titled "Intersections 360" first thing this morning, Zalaznick described the 360 model as consisting of TV in the middle--with everything from iTunes to Web sites to VOD, WAP, DVD and mobile revolving around it. While it was supposed to be a two-way interactive model, she complained that it had "devolved into 180° on a two-way street," where viewers are sent from a TV show to its Web site, "and if you're lucky, they go back to your TV."

With 4D, Zalaznick explained, the customer, rather than TV, is in the middle of four interlocking layers: 1. Advertising and push messaging. 2. "Truly back-and forth two-way interactive." 3. Experiential--"Our customers really want to touch Bravo [including buying things they see on the air]. They need to touch it for real, at festivals, book signings, or feel like they're touching it virtually." 4. Personal, which Zalaznick termed "the new version of pass-along," including social networks and "viral buzz" that gives users an "influential feeling."

The 4D push for "Top Chef" includes a food destination Web site, a wireless Web site, and exclusive "mobisodes" for mobile users.

Jason Klarman, Bravo's executive vice president, marketing brand strategy, said people had been asking for a food site from Bravo. Accessible both through www.bravotv.com/topchef and its own stand-alone address at www.topchefonline.com, Klarman said the site would now include a recipe finder and other content expressly for foodies. Two years ago, he explained, the site was only about promoting the TV show; last year it expanded to include exclusive elements extended from the TV show, and now has become "its own food destination, driven by a very powerful brand, Top Chef."

Even with 4D, Zalaznick stressed that for the most part, "for the next few years, content is going to first go live on TV and then extend to our other platforms."