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Bravo's Top Chef Begins Licensing New Products

Coming Soon: Top Chef-Branded Chardonnay and Carnations


Sounds like Iron Chef wines will need to make room for some company: Top Chef wines. The New York Times reports that Bravo is moving beyond mere product placement on its shows, and is licensing its own line of products. Besides wine, the cable network's planning floral arrangements, cutlery, and cooking classes. In case your screen wasn't sufficiently overwhelmed with product plugs from Glad, Swanson, and Diet Dr Pepper, future Top Chef episodes will feature food-and-flora arrangements (such as a mix of daisies and brussels sprouts) in the background, with an onscreen graphic telling where to purchase the products.

Want to chop like a cheftestant? There'll also be branded knives from Master Cutlery and online cooking classes led by the contestants. You can sit back, relax, and enjoy the show while sipping on TC wines by Terlato Wines International, the group behind big labels like Santa Margherita and Rutherford Hill.

With waning advertising revenue, a number of media brands have turned to product licensing to bring in much-needed profits. In the past, Bravo charged a fee for featuring the likes of Glad and Swanson on Top Chef. But with its new licensing arrangements, the network will ring in even more money, receiving cuts from the sale of all its products sold online.

Do you think this will be a successful strategy for Bravo? Could you see yourself buying Top Chef-branded knives, wine, cooking classes, or flower arrangements?

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