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With the Aug. 20 premiere of Project Runway, Lifetime is ready to strut its stuff.
The cable network’s long awaited launch of the series comes after a protracted legal battle, during which NBC Universal tried to stop Runway from moving away from Bravo.
With the show’s legalities now past it, Lifetime has recently announced product integration deals with L’Oreal Paris cosmetics and Garnier Haircare products. Those deals are in place for two seasons, and reach beyond Runway to include the Runway-spinoff Models of the Runway.
Mediaweek correspondent Alan Frutkin sat down with Lifetime’s entertainment evp JoAnn Alfano and marketing co-chair Bob Bibb, to discuss the cable net’s acquisition of Runway and its prospects on the network.
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