When it comes to WE tv’s hit "Bridezillas" series, it seems the honeymoon is far from over. In fact, gm Kim Martin is spearheading a plan for WE to boost its most popular genre by investing in additional wedding-related originals and dedicating Sun nights to the theme. The push is called "WE Go Bridal" and comes with a special blue-tinted on-camera look. That will extend to wegobridal.com, set for hard launch Jul 1. Eventually, the site could have revenue potential for cable ops when it offers links to local wedding-related goods and services in ’08, says Jen Robertson, vp, digital & emerging media. And it will be a digital extension of the linear brand, says Kenneta Bailey, svp, marketing. Content from the site and WE series is carried by Comcast On-Demand and the MSO’s Fan and Ziddio.com sites, although most but not all Comcast systems carry linear WE tv ("That will change soon," Martin says). WE has also inked diet supplement maker NV as a premiere multi-platform sponsor for WE Go Bridal, including the 4th season of Bridezillas, where 4 eps find brides using NV to lose weight before the big day. A mix of traditional and non-traditional off-channel support will push WE Go Bridal, including a bus shelter push where 4 special shelters in NY and Chicago actually house designer wedding dresses by Tomasina [For more details, check out http://www.cable360.net].

The Daily

Subscribe

FCC Order on DISH Designated Entities

The FCC made it official Monday, releasing an order on remand finding that SNR Wireless LicenseCo and Northstar Wireless are controlled de facto by DISH and thus ineligible for the $3.3bln in AWS-3 bidding credits they sought.

Read the Full Issue
The Skinny is delivered on Tuesday and focuses on the cable profession. You'll stay in the know on the headlines, topics and special issues you value most. Sign Up