The channel, owned by Flextech, will screen a series of programmes in October detailing the Army's current attempt to reach the summit of Everest via the mountain's most notoriously difficult route, the West Ridge.
The programme, which has a working title of 'Everest: Man Versus Mountain', is meant to address Bravo's heavily weighted male audience, and encourage recruitment. Each episode will include 10-second branded idents for the Army.
The behind-the-scenes documentary, consisting of five 30-minute episodes debuting in October, will follow the Army's progress, as it trained and planned its attempt to become the first Britons to conquer Everest via the infamous West Ridge.
The television deal is part of an ongoing ad campaign running since April, covering the team's progress as it climbed the world's highest mountain. The TV campaign, created by Publicis, featured scenes of the team, drawn from regular and TA soldiers, on Everest talking to camera.
Claire Heys, head of commercial partnerships at Flextech Television, said: "This is a hugely significant deal for Bravo as it marks the first major advertiser-funded programme development in Bravo's new programming strategy. We hope that this is the first of many advertiser-funded programme deals for Bravo and are delighted to partner with the Army for what promises to be a dramatic and ambitious project."
The ad campaign was supported by the Everest West Ridge expedition , which featured reports and footage from the three expedition teams as they climbed three separate peaks in the Himalayas.
Email updates, RSS, mobile text alerts and video clips are also available to track the climber's progress.
Jonathan Webb, director of programming for Flextech channels Bravo, Trouble, Challenge and Player, added: "This series is a story of daring, courage, skill and determination during which each member of the team will inevitably be subjected to periods of pain, heartache, terror and elation, making compelling and awe-inspiring television for Bravo viewers. The Army's challenge will bring out the heroic desire."
The army team failed to make make the summit of Everest, halting its attempt on May 21.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)