• by Wayne Friedman , Staff Writer, June 14, 2007

Scientifically speaking, I'm not too sure which is better -- a 360 degree approach to marketing or the new "4D" plan espoused by Bravo yesterday at the PROMAX conference.

Bravo president Lauren Zalaznicksaid the 360-degree approach is probably really just 180. You know, you get someone to watch your TV show, who then goes to the Web site, and if you're lucky, comes back to TV. That's it.

Bravo wants a lot more for the consumer -- for them to "touch and feel" Bravo at live events such as book signings, road tours, and the like. She also notes the brand should include the "personal" area -- social networks and other viral buzz stuff.

TV programmers have talked about "360" initiatives for such a long time -- it becomes too much like default phrase in selling pitches. Their hearts are in the right spot, but can they really trace those consumers through all these media touch points with any real degree of accuracy in this very loud new digital media world?

Zalaznick said it's all about focusing around the customer -- not the specific TV program. That's a good mindset.

As brave as Bravo seems, perhaps for a show like "Top Chef," it could take the next step -- directing consumers to something that isn't directly associated with Bravo -- say, another food show/Web site, something those consumers are looking for anyway.

This is probably TV marketing heresy - giving consumers a way to leave your core brand. But it speaks to how they really use media.

Marketing dilemmas like this exist all over the media space. Right now marketers are desperate to get involved with user-generated videos - but worry that a bad word or harsh criticism of their product could explode in their faces.  Or so they think.

Bravo recently bought that nicely hip and caustic TV program Web site Television Without Pity.  I'd expand on this concept: TV marketing without pity.