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Bravo will preview a new show on Shazam app before TV premiere

Bravo will preview a new show on Shazam app before TV premiere
A scene from "Apres Ski," a new reality show from Bravo. (Bravo / Eike Schroter/Bravo)

If you think there are no new ways to distribute TV shows, think again.

NBC Universal's Bravo announced Thursday it will preview its new documentary-style reality series "Aprés-Ski" on the app Shazam, known to most users for its ability to identify recorded music.

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Starting Monday, Shazam users who identify the TV promo spot for "Aprés-Ski" with the app will be able to stream the entire program, which debuts Nov. 2. It's the first time Shazam has offered a full TV episode before its airing.

"Aprés-Ski" follows the adventures of concierges at a high-end tourism company in Whistler, Canada. Bravo is co-producing the series with Tricon Films & Television.

Maria Laino DeLuca, senior vice president for consumer and trade marketing at Bravo Media, said in a statement that the deal enables the network to connect directly with its "tech-savvy viewers."

But it's also an acknowledgment that younger consumers are increasingly turning to their streaming devices first for television.

The first episode of "Aprés-Ski" will also be available through Bravo's streaming partners and on video-on-demand before its debut, which has become a common practice for launching new shows.

U.K.-based Shazam is used 20 million times a day and has partnered with a number of companies including The Walt Disney Co., Target and Time Inc. Its service identifies material visually as well as music through Internet-capable devices.

Twitter: @SteveBattaglio

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