WE tv, May 28, 2013

WE tv Utilizes Transmedia to Drive Viewer Engagement of Its Original Series Across Multiple Platforms

Upcoming Pregnant & Dating Series to Feature One Woman’s Story On-Air and Online Following a Successful Turn with Hit Show, Braxton Family Values

WE tv will be utilizing transmedia to engage viewers around its new series, Pregnant & Dating, a new provocative series spotlighting five single women who are pregnant and still on the hunt for a partner who isn’t scared off by the idea of an “instant family,” premiering Friday, May 31 at 10 pm, ET/PT. The linear show will introduce viewers to Kiesha, a successful R&B producer from LA; model and three-time Miss Hawaiian Tropic winner, Shana, a NC native; Melissa, an LA-based celebrity stylist who’s worked with ultra-glamorous clients like Shakira and Britney Spears; nail technician, Megan, of Orange County, CA,; and Los Angeles television producer, Rachel who is pregnant with twins by her ex-boyfriend.

This is WE tv’s second foray with the cross-platform tactic, most recently used during the current third season of Braxton Family Values, the network’s highest rated and most watched series. ?The on-air to online viewer experience for Pregnant & Dating will allow viewers to see more of Rachel’s journey of being single, pregnant, and continuing to date.

During the third season of Braxton Family Values, a total of 10 videos were available on wetv.com (from April 1 to May 16), including a five-part video series titled “Traci Rules the Road,” as well as teaser spots and interstitial segments. The videos captured eclectic sister Traci’s start-to-finish journey of learning how to ride a motorcycle, shopping for a biker-chic wardrobe and buying her first set of wheels. The story began on WE tv, closing with a cliffhanger to drive viewers to WEtv.com to see more of the story, and then back again.

From April 1 to May 16, the transmedia videos outperformed other content-related videos on the site 45% among video views and 69% among average minutes viewed. In total, the 10 videos were viewed over 67,000 times. The third and current season of Braxton Family Values is pacing to be the highest rated season of the series. The season concludes on Thursday, June 6.

Source: Brightcove Video Player reports for WEtv.com videos 4/1-5/16/13

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About WE tv
WE tv (www.wetv.com) is the women’s network that showcases and celebrates modern women who are bold, independent and taking control of their lives. Whether they are celebrities like Joan Rivers, Toni Braxton or Kendra Wilkinson-Baskett, or everyday women, their stories are as relatable as they are entertaining. WE tv’s popular slate of fresh and modern unscripted original series includes the hit shows Braxton Family Values, Joan & Melissa: Joan Knows Best? and Mary Mary, among others. Audiences connect to WE tv online, on demand and via social media. WE tv is owned and operated by AMC Networks Inc. and is available in over 82 million homes on every major cable, satellite and telco provider.

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Jaime Saberito