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Oxygen Unveils New Interactive Digital Content Alongside Network’s Rebranding (Photo)

Additionally with Tuesday’s rebranding, Play Live technology will be available for the first time on the cable channel

Oxygen’s network rebrand finally arrives on Tuesday and with it comes a host of new interactive digital initiatives for viewers.

Play Live, which allows viewers to weigh in on the show while it’s airing live, will also be part of the digital rollout. It begins with the premiere of “Nail’d It” on Tuesday at 9 p.m. ET. Sister network Bravo has been using Play Live since November 2012.

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“Layering meaningful multi-platform experiences into our shows has become a vital part of Oxygen and Bravo programming – we encourage our fans to engage with us on their terms and have access to show experiences beyond the ‘first’ screen,” said Oxygen and Bravo Media’s executive vice president of digital, Lisa Hsia, in a statement. “Rolling out Play Live for Oxygen 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 new digital rollout includes a new responsive redesign for Oxygen.com, live Facebook Q&A’s, opportunities to submit photos or videos that tie in to series’ storylines and exclusive show content.

The network, which targets modern young women, hopes to build on its already strong social network with its digital initiatives. Oxygen is the No. 4 most social primetime cable reality network in 2014. And of the top 10 most social cable reality networks, Oxygen viewers have the largest number of followers.

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See below for Oxygen’s list of show-specific digital initiatives that will be offered this year, as well as a first look at the redesign of Oxygen.com:

“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 http://www.oxygen.com/playlive. 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 Oxygen.com. 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 Oxygen.com. And for nail aficionados, Oxygen.com 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 Oxygen.com. 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.

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Oxygen Media