NBCUniversal is betting that you’ll want to see what happens when it launches its new Peacock series “Shop What Happens,” which has a lot of Bravo stuff and just a hint of what lies in the future of television.
The program is a lot like an “after show,” one of those talkfests where the stars (and perhaps notable fans) of the show they just watched get together to discuss the previous hour. But when the Shop opens, host Darin Karp will have 10-minute conversations with Bravo favorites like Cynthia Bailey, Ariana Biermann, Lindsay Hubbard, Michelle Saniei and Nia Sanchez. However, between the cooking and some games, there is also time to talk about what people might buy. In this example, we’ll be talking about a product from retail giant Target.
“There’s going to be a QR code on the screen,” Karp said alongside Hubbard in a small studio in the same downtown New York building that hosts Bravo’s flagship show “Watch What Happens Live.” “We want to make it similar to Bravo. We want it to be as easy to understand as possible.”
The five-episode series will be released on Sundays starting June 14 via clips on Peacock, YouTube, TikTok, and Instagram. On Peacock’s mobile app and TikTok, content is delivered in vertical video format, and QR codes help viewers shop directly from Peacock on traditional TV screens, while text-to-shop and click-to-shop technology provides the opportunity to purchase featured Target items displayed on the Peacock mobile app, YouTube, TikTok, and Instagram.
Michelle Mesenberg, Target’s chief brand officer, said some advertisers are eager to participate in this environment. “Today’s consumers no longer think of content, entertainment, and shopping as separate experiences. They move seamlessly between them, and they’ve come to expect the same from brands,” she said in response to emailed questions, adding: “For us, the opportunity is not just about making content shoppable; it’s about creating experiences that feel authentic to viewers, add value, and are easy to engage with. We see the greatest potential when commerce can enhance the experience rather than disrupt it.”
While the presence of QR codes can make a show look like a TV broadcast from QVC, more TV heavyweights are starting to embrace the existence of QR codes. NBC’s “Today” and ABC’s “Good Morning America” both feature shopping corners that use on-air prompts to guide viewers toward purchases. And NBCU has been experimenting with so-called “shoppable TV” for years.
In 2024, NBC authorized Walmart to run a QR code during commercial breaks that directed viewers to a shopping page on Walmart.com. “Love Island USA” also featured QR codes to help viewers purchase hair care and beauty products, home decor and clothing. When the 2024 Paris Olympics began, NBCU offered Peacock viewers the opportunity to order food and drinks through its delivery service.
For decades, television companies have relied not only on advertising revenue but also on syndication and aftermarket sales of the series they run. But as digital technology and new distribution formats reshape the economics of business, some leading media companies are looking for new ways to make money. At NBCU, e-commerce is an opportunity to generate new cash flow. For months, the company has been investing in new technology that allows viewers to purchase some of the items on display during the show. This initiative will allow NBCU to do more business with small and medium-sized businesses that might not normally buy ad inventory on national television networks.
“Bravo has an incredibly passionate fan base, and this is just the latest iteration of how we’re giving our fans even more content they love and giving brands a seat at the table,” Karen Kovacs, NBCU’s president of advertising and partnerships, said in a recent interview.
But during Tuesday’s taping of “Shop What Happens,” Karp and Hubbard clearly spent more time asking questions and quizzing than commercial activities. The show began with Karp quizzing Hubbard about his dating life and recent adventures on the hit Bravo series “Summer House.” After spilling the tea, the two headed out shopping for the first time. They considered white summer dresses and cutely decorated baskets from Target, with each member of the pair brainstorming ideas on how such items could be used.
After a little more time, Hubbard and Karp moved on to the quiz.
Both participants suggested that the show may not be successful if it doesn’t have something fans really want. “Darin and I bounced off each other really well, so that’s 10 minutes,” Hubbard says. “She challenges me.”
Viewers who choose to watch “Shop” want to make sure they’re “passing on the gossip and passing on the fun,” Karp says. “We know the audience isn’t just here to shop, they’re really here to meet her, and we want to spotlight her as much as possible.” Conversation should be “very easygoing and flowing.”
Upcoming episodes will feature Karp talking with Bayley from “The Real Housewives of Atlanta” about what to bring to a summer party, and Bierman from “Next Gen NYC” talking about beauty trends and self-care.
NBCU hosts and executives believe the episodes will still have value long after they air. After all, you don’t have to get ready for summer to think about summer fashion. But they also envision episodes of “Shop What Happens” at different times of the year. “I don’t think we can continue into the summer,” Karp said. Other themes may include holidays. finding the perfect gift. Or what to do during the new school year. “You can imagine a holiday version of that,” says NBCU’s Kovacs.
