• by Wayne Friedman , June 15, 2007

NBC Universal's Bravo cable network has created a new name and corporate entity--Bravo Media--in order to recognize its TV and digital assets. But it has its eye on expansion into other media and marketing areas, too.

The company intends to move into talent management, publishing, merchandising, wireless, live fan events and radio, among others. Lauren Zalaznick, president of Bravo, will run the division.

Bravo Media will form a venture with Pangea Management Group for talent management of its TV on-air personalities, including those on "Top Chef," "Real Housewives," "Work Out," "Top Design" and "Shear Genius" shows.

Bravo is also producing a cookbook based on the network's big reality competition food series "Top Chef." With Bravo's new merchandising efforts, viewers can buy branded products from "Top Chef" kitchenware to "Work Out" gym apparel in retail outlets and online.

Bravo Digital will launch a food area to work with "Top Chef'" later this year, as well as other extensions for its reality shows on fitness, hairstyling, and design. Also, the group will re-launch its Television Without Pity, the hip site that reviews all things television.

The company's wireless initiative, Bravo To Go, will kick off a "Top Chef" mobile game from LimeLife, a mobile-gaming company. Currently, MobiTV, Amp'd and Media Flo carry the Bravo program content.

The cable net will also create a radio division on the terrestrial, digital and satellite radio.