Bravo, Encore

Right now, we're seeing ads gleefully telling us that “Bravo is coming to Canada!” Many of us, will then say, “I thought Bravo was already in Canada.” I remember it starting up with a wave of new specialty channels in the nineties.

The explanation is that the original Canadian Bravo that started in the nineties was based on the American Bravo, but with mostly local programming. Each network evolved in its own way in the intervening decades, with the Canadian Bravo eventually rebranded into CTV Drama. This Bravo being advertised now is a new channel, based on the American Bravo as it now exists.

So this is also a good opportunity to observe how cable channels change over time. When the previous Bravo started, it had highbrow content (okay, upper-mid-brow) and targetted as sophisticated audience as TV dares to court. It got a bit watered-down in turning to dramatic series, but in an age of Prestige TV, that didn’t mean much of a shift. That was still my mental picture of Bravo, so imagine my surprise when they attempt to relaunch with ads that are just montages of the trashiest of trashy reality shows. But that’s what Bravo is known for today. So now it all makes sense. In as much as a cable channel starting with the most sophisticated programming and ending up with the most dumbed-down crap available makes any sense.

And that concept turns out to have a name, at least according to Wikipedia. It’s called channel drift. And their article on the concept makes for depressing reading. It’s just one story after another of channels that moved to something less intelligent in search of a big audience. I mean, with so many cable channels, you’d think that there would be a few cases where they moved to programming that was a little smarter. I’m not asking for much, just a channel that switched from live police chases to Law and Order reruns. But no, all of their examples were dumbing down. The closest thing to an intellectual win were some of the failed drifts, like the mass revolt that followed the American Weather Channel’s attempt at showing movies. I suppose you could argue that HBO and AMC became more sophisticated over the years, going from mainstream movies to award-winning TV series, but they seem to have eaten up whatever intellectual demand television has, and there’s nothing left for anyone else.

So it’s time for us in Canada to pay tribute to Moses Znaimer, long-time leader of Toronto’s CityTV, and its stable of cable channels, such as the original Bravo Canada. Yes, their output could be annoying for their look-how-hip-we-are attitude, but at least they had an idea what they wanted to be and delivered that, instead of sacrificing everything to the lowest common denominator. It’s too bad that City was one of the losers in Canada’s media amalgamation Armageddon. Now we’re stuck with no-personality CTV dominating the media landscape instead, and Znaimer is trying to build a new media empire around seniors. But he was a bit unlucky in choosing the name ZoomerMedia, so now he’s struggling to convince people that “Zoomer” is a cool Boomer, not an alternate name for Gen-Z.