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Lauren Zalaznick, Bravo (US)

In this crowded landscape, nobody bats an eye when a digital cable tv service goes off the air. But it is startling when a channel refuses to roll over and die when it happens. Although the death knell was sounded for arts and pop culture channel trio early last year when it was dropped by DirecTV, trio rebounded with a revival plan.
June 1, 2006

In this crowded landscape, nobody bats an eye when a digital cable TV service goes off the air. But it is startling when a channel refuses to roll over and die when it happens. Although the death knell was sounded for arts and pop culture channel TRIO early last year when it was dropped by DirecTV, TRIO rebounded with a revival plan.

Last November, Lauren Zalaznick, current Bravo and then-president of TRIO (a position she held until December), announced TRIO would be repositioning on the Web. Operating under the BravoTV.com umbrella, TRIOtv.com will be an ad-supported broadband channel, showing a lot of the same content the TV channel did, including docs.

Zalaznick was instrumental in backing the idea of triotv.com – what parent company Bravo calls ‘the first-ever TV channel to move to the Web’ – and it’s not surprising considering she also oversaw Bravo’s foray into broadband initiatives. She has said that TRIO is for those obsessed with the arts and pop culture, and ‘the Web is a perfect place to expand that ‘programming philosophy’ to an unlimited audience.’

After a few months of delay, TRIO’s broadband launch is expected later this summer. The question is: will viewers make the switch from remote to mouse? If Zalaznick’s track record is any indication, they will.

About The Author
Meagan Kashty is an associate editor of realscreen, an international print and online magazine that covers the non-fiction film and television industries. Meagan is an award-winning business journalist. Prior to joining the realscreen team, Meagan was online editor of Canadian Grocer, named Magazine of the Year at the 2015 Canadian Business Media Awards. She can be reached at mkashty@brunico.com, and you can follow her on Twitter @MegKashty

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