ShopNBC May Partner With Bravo, Whose Reality TV Stars Like Rachel Zoe And Isaac Mizrahi Already Have Deals With QVC And HSN

ShopNBC apparently has something cooking with the cable network Bravo, but we couldn’t find out many details Wednesday.

During a third-quarter conference call ShopNBC CEO Keith Stewart said that the network is looking to partner with Bravo to sell some of Bravo’s “content” also have a presence on the channel.

“I can’t speak for NBC, but I do talk to them quite frequently, and we are in active conversations to work with some of their properties, like Bravo,” Stewart said. “To the extent that we can sell some of the Bravo content and also be on some of their channels, that will be a cost-effective way to do it.”

Bravo is a unit of NBC Universal, which is expected to be purchased by cable giant Comcast. NBC has a minority stake in ShopNBC.

A raft of the stars of Bravo’s many reality TV stars have lines on home shopping networks. Celebrity stylist Rachel Zoe of “The Rachel Zoe Project” sells clothes and accessories on QVC, and Heidi Klum of Bravo’s former hit, now Lifetime’s “Project Runway,” had a jewelry line on QVC until a suit agains her by Van Cleef & Arpel put the kibosh on that.

Fashion designer Isaac Mizrahi, of Bravo’s “The Fashion Show,” is doing a line of apparel, accessories and home goods that will debut next month on QVC.

On HSN, Ramona Singer of Bravo’s “The Real Housewives of New York City” has a fine jewelry line, while Padman Lakshmi of Bravo’s “Top Chef” is hawking teas and herbs.

On the conference call, Stewart only made one more comment about the potential Bravo arrangement, and ShopNBC wasn’t “adding any color,” as Wall Street analysts say, after the call.

“Now all that said, NBC is a stand-alone unit and they need to make money,” Stewart said. “And we unquestionably need to make money. So to the extent it compromises our margins to you, it would not be a good business decision. But to the extent it does work for both of us, we’ll launch some of the content that NBC will offer.”

General Electric and NBC currently own about 32.5 percent of ShopNBC on a fully diluted basis of 37.6 million shares. NBC’s 6.4 million shares represent 16.8 percent ownership and GE’s 6 million common stock purchase warrants represent 15.7 percent.

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