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Mon, 10/06/2014




Popular Play Live Technology Launches For First Time on Network

With Series Premiere of “Nail’d It”

NEW YORK – October 6, 2014 – Oxygen Media is introducing an extensive collection of new digital initiatives tied to the network’s rebrand launching on Tuesday, October 7. These offerings will make it more convenient for the network’s young, female audience to access digital content and interact with their favorite shows. Also, in a network first, Oxygen will feature the popular Play Live technology where fans have the opportunity to interact with the live broadcast in real time.

On the heels of re-launching the network’s website in April, the new features a responsive design, a familiar app-like interface, and a seamless experience on desktop, mobile and tablet devices. Additionally beginning on October 7, the site and across all platforms will feature Oxygen’s new rebrand look and tagline, very real.

 With live social and video chat features for all original programs and integrated social dashboards, the site also provides new opportunities for fan engagement and social activity. Oxygen continues to be a social media trendsetter and leader in engaging modern young women, the network is the #4 most social primetime cable reality network in 2014. Of the top 10 most social cable reality networks, Oxygen viewers have the largest number of followers - helping to drive the conversation faster and further. To tap in to these trends, the network is bulking up avenues for transmedia storytelling and fan social involvement.

“Layering meaningful multiplatform experiences into our shows has become a vital part of Oxygen programming – we encourage our fans to engage with us and have access to show experiences beyond the ‘first’ screen,” said Lisa Hsia, EVP of digital, Oxygen and Bravo Media.  “Rolling out Play Live for the network in tandem with our rebrand is the next step in bringing Oxygen viewers into the fold, giving them a platform to share their perspectives as they watch in real time.”

Oxygen’s ambitious slate of digital content will give viewers the chance to participate in their favorite shows through voting and social media.  These digital initiatives include:

 “Nail’d It” premiering Tuesday, October 7 at 9pm ET/PT, will be the first Oxygen program to adopt Play Live technology. Fans will see questions on-air that relate to the action of the show, and may vote via any device by going to Answers are displayed on TV through sliding scales that update in real-time. The show will also invite viewers to express themselves socially by submitting a share-worthy photo of their own nail art using a custom hashtag #ShowMeTheMani. The very best entries will be aggregated on a curated social stream at  Additionally this season, fans will have the chance to participate in a Live Twitter Q&A with host Adrienne Bailon and ask questions via Twitter or And for nail aficionados, will showcase nail tips and tricks by Stephanie Lavery, editor of “Nail It Magazine” and guest judge on the show.


  • “My Crazy Love,” premiering October 28 at 10pm ET/PT, will activate fans in a #CrazyLoveStory User-Generated Content Campaign, where users can submit their stories via e-mail, Instagram video, or Twitter. The best entries may be featured in a weekly roundup and select fans will be interviewed by the digital editorial team with their stories elaborated via Q&A’s published to Plus, through an exclusive video series “Where Are They Now?” – cast members will update fans on what they’ve been up to since their Crazy Love story ended.


  • “Fix My Choir,” premiering on Wednesday, November 5 at 10pm ET/PT, will showcase gospel superstar Deitrick Haddon and Grammy Award-winning recording artist Michelle Williams as they participate in live video aftershows following premiere episodes. Fans will have the chance to ask questions directly to the show’s mentors. And, in a digital showdown between two choirs each week, users will vote for their favorite performance with the winner moving on to face another choir the following week in a new “Choir Throwdown.”


  • “Street Art Throwdown,” premiering Tuesday, February 3 at 9pm ET/PT, will offer fans the opportunity to upload photos of their favorite street art via #StreetArtMap on Twitter or Instagram for a chance to be featured on the show’s curated social feeds. In exclusive weekly digital videos, “Street Art Throwdown” Executive Producer, host and co-judge Justin BUA will also talk about how street art and pop culture relate to each episode of the show.


About Oxygen Media

Oxygen Media is a multiplatform entertainment brand that targets young, multicultural women.  Available in 80 million homes, Oxygen Media is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal, one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. For more information visit and to follow us on Twitter at


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Oxygen Media Contact:

Julia Nietsch



about oxygen Oxygen Media is a multiplatform entertainment brand that delivers relevant and engaging content to modern, young women. 2014-to-date, Oxygen is the youngest women’s network in primetime by over 8 years and reaches an engaged audience wherever they are: ON-AIR (80 million homes), ONLINE ( and WIRELESS (, making it the #4 most social cable reality network. An effective way to connect with these high-value, highly social viewers is through custom sponsorship opportunities. Oxygen Media is a service of NBCUniversal.
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  • “Looking for a reality show that’s more crafty than catty? Then Nail’d It is for you!”

    -Nail'd It!

    - People Style Watch, October 2014