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Lifetime won’t change Project Runway’s format, timeslot; will pay $1 million an episode

This week’s biggest news was Project Runway‘s surprising move from Bravo to Lifetime. Besides learning that Lifetime also bought a Runway spin-off and the reasons behind the move, other details have come out this week. A round-up of other news about the move:

  • Lifetime president Susanne Daniels said the show “will look exactly the same” after it moves, according to the New York Post. She said it will air “in the same time slot and the same day. We’re not going to fix what’s not broken about it.”
  • The New York Post also reported that “Bravo paid around $600,000 per episode for the next two seasons of ‘Project Runway’ but less than that during the first three,” and “Weinstein … considered the per episode price to be a low-ball figure.” For the rights to air the show, “Lifetime is paying more than $1 million per episode, or at least $400,000 more than Bravo was paying,” the paper said.
  • Blogging Bravo VP Andy Cohen calls the move “hoohah,” but refuses to say much more: “…I have to acknowledge all the PROJECT RUNWAY hoohah you’ve all no doubt been reading about for the past day. There’s not much I can say except that all of us at Bravo poured our hearts and souls into the show and we love it dearly. I can’t say anything more than that for now,” he wrote at, the web site he’ll only be able to plug during one more badly hosted reunion show.
  • The move could affect product placement on the show. Advertising Age reports that “a sponsorship war could be afoot as well. Because Weinstein Co. owns the rights to the show, all the negotiations for the show’s sponsorships go through the company, not the network” and “come November, the network switcheroo — if it goes through — effectively puts into play all of those sponsorships, several of which have remained intact since the inception.” However, “a Bravo spokesperson confirmed all of Season Four’s integrated sponsors — Elle Magazine, L’Oreal Paris, Alberto-Culver’s Tresemme, Saturn and — will be returning for Season Five.”
Remodeling Job and It’s My Project [New York Post]
Housewives En Fuego [Bravo]
‘Project Runway’ Sponsorships Could Unravel With Network Shift [Advertising Age]

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  • Andy Dehnart is the creator of reality blurred and a writer and teacher who obsessively and critically covers reality TV and unscripted entertainment, focusing on how it’s made and what it means. Learn more about Andy.


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