WE Go Bridal to Create First Cohesive On Air and Online Destination for Weddings and the Bridal Community, Setting in Motion a Series of Key Investments in Content Creation and Online Infrastructure
New Initiative to Seize on the Success of Bridezillas and the Consumer Demand for Wedding Content and Information
Modern Bride, Tomasina, Comcast Form Strategic Relationships
Supporting WE Go Bridal
New York, NY – June 25, 2007 – WE tv, the only cable network dedicated to helping women connect to one another and the world around them, announced today the largest brand and content expansion in its six year history with the launch of We Go Bridal, which will create a new multi-platform destination point for weddings and the bridal community. The We Go Bridal initiative will look to expand beyond the success of WE tv's signature series, Bridezillas, which helped define the television bridal genre when it premiered in 2003, and marked an important new mandate for the cable network. Launching on Sunday, July 1st, the initiative will dramatically increase wedding content on the network, brand a special evening each week for wedding programming, and build an online portal of shared bridal content and information.
To help support the broader brand and content expansion of We Go Bridal, WE tv hopes to create a value added proposition for its advertisers and affiliates and has created a unique and exclusive cross-platform partnership. Editorially, WE tv has also teamed up with Modern Bride magazine. The network has joined the publication to create a unique opportunity to showcase the publication's Editor-in-Chief Antonia van der Meer as a contributor to bridal programming vignettes that will air continuously throughout the We Go Bridal initiative. On the promotional level, from the fashion industry, WE tv will partner with couture dress designer Tomasina. As part of this promotion, consumers will be prompted to text or to log on to WEgobridal.com to win a chance to have their own custom wedding gown designed by Tomasina. And within the cable industry, the We Go Bridal initiatives will be supported with a promotion on Comcast's Ziddio.com, the company's user-generated content Web site and its video-on-demand service.
"We Go Bridal is a huge undertaking for the network. It is a brand extension and a catalyst for investment, but at the core is a service that only WE tv can uniquely provide," stated Kim Martin, Executive Vice President and General Manager WE tv. "Bridezillas helped define a new genre of content, but with over 2.3 million weddings taking place in the next year and billions being spent on preparation, there is a huge consumer demand for more. We Go Bridal not only hopes to create a network and online home for wedding and bridal information, but also create a community where ideas, experiences and hopes are shared."
We Go Bridal will set in motion a series of key investments in programming, on air look and online infrastructure. Taking place each Sunday night, the network will look to dramatically change its on air look and build a centralized evening for wedding content. The branded block will include the fourth season of Bridezillas, along with new programming such as Platinum Weddings, which showcases opulent weddings, from the $200,000 flower arrangements to the $10,000 wedding cake and All Things Bridal, which explores wedding-related topics from around the globe. Episodes will include "The Top Ten Most Famous Wedding Dresses," "The Wedding Planners," and "Always a Bridesmaid."
In addition, WEgobridal.com will serve as the digital extension of WE tv's bridal programming block and will look to build an interactive, vibrant community based in all things bridal. Distinguishing itself from other traditional bridal sites, WEgobridal.com will meet consumer demand for wedding-related content with a simplified experience grounded in fun. The site will feature: original online content, user-generated content, tools for sharing the wedding experience, national promotions and themed games.
"Bridezillas helped define the value and need for wedding content," stated Kenetta Bailey, Senior Vice President of Marketing for WE tv. "This on network and online expansion will bring changes to WE tv and help us outreach a core market of consumers. We are leveraging our brand and our expertise in this area to build something unique that will fill a valuable void in the marketplace."
"Beyond the investment in content creation, our online portal will serve as a value proposition for those passionate about weddings," stated Jennifer Robertson, Vice President, Digital and Emerging Media for WE tv. "We view the site as a unique value added proposition for our advertisers and the ability to create a truly interactive destination for original wedding content and information."
About WE tv
WE tv is the content destination where strong, confident women connect to fun, entertaining programming focused on pop culture, personal style and relationships. With quality original programming including the hit series "Bridezillas," unique movie packages like "Cinematherapy," topical specials and its public affairs initiative WE Empowers Women, the network supports women and appeals to their interests. WE tv is a subsidiary of Rainbow Entertainment Services and is currently seen in over 63 million homes.
About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media is a leading producer of targeted, multi-platform content for global distribution, creating and managing some of the world's most compelling and dynamic entertainment brands, including AMC, IFC, WE tv, Rainbow Sports Networks managed FSN Bay Area and FSN New England, LIFESKOOL, SPORTSKOOL, and VOOM HD Networks. Through its IFC Entertainment division, Rainbow Media also owns and manages the following: IFC Films, a theatrical feature film distribution company; IFC First Take/IFC in Theaters, a day and date theatrical feature film/VOD initiative; the IFC Center in New York City; IFC Productions, a feature film production company; and IFC Entertainment, which owns and operates a film library. Rainbow Media also operates Rainbow Advertising Sales Corporation, its advertising sales division, and Rainbow Network Communications, its full service network programming origination and distribution company.