Wednesday, February 7, 2007

Gay Marketing?

Ok, so, I'm kind of apprehensive to be talking about a contentious topic like this, but I think its safe to say that Bravo's new interior design reality series, Top Design, is geared towards a predominantly gay and female audience. With hit shows like Project Runway, Top Chef, and Queer Eye, Bravo has proven that hip and provocative content sells. While a lot of these shows share a lot of commonalities, Top Design, hosted by interior design aficionado Todd Oldham, seems to be more specifically focused. Unlike Queer Eye, Top Design doesn't offer the same universal appeal.

Reasoning: over 90% of its male cast is homosexual, including a recent hollywood drag-queen who played the role of its "mystery client."
It's subject matter: interior design (not cooking, like on Top Chef).

Nonetheless, I really think Bravo has got a solid business model on its hands. Believe me, I do like the show, especially the fact that it brilliantly blends consumer brands into the experience of the show. In one viewing, I saw product placements for Select Comfort, Pier 1 Imports, Thompsonville, Brizo faucets, and Elle Decor magazine, not to mention a slew of ads on Gawker.com. Additionally, Bravo has done a great job of offering an interactive website with video blogs, podcasts, and viewer contests. So, I think Bravo realizes the market potential of a show like this. It figures that the "gay appeal" of the show is wide-spread enough to really capitalize on a seemingly untapped consumer base. Certainly, marketers are responding positively. What do you think?
-AK

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