Lifetime to stream 'Project Runway'

Move marks net's first foray into full-length episode posts

Lifetime for the first time will stream full-length episodes of a pair of series, including hit show "Project Runway," recently acquired from Bravo.

The women-dominant network is also planning to offer free, ad-supported episodes of the "Runway" companion series "Models of the Runway" on following its initial TV airing. Both shows premiere Aug. 20 at 10:00 p.m. and 11:00 p.m.

To date, Lifetime has shied away from posting complete episodes of any of its series online -- though the network also boasts about 500 exclusive video clips on its site from its multiple series. Many cable networks are equally as cautious when it comes to distributing episodes on the Web -- either on their own sites or via aggregators like Hulu -- as they fear backlash from MSOs, which supply cable networks with carriage revenue.

In addition to the full-length episodes, to help bolster the premiere of "Runway" and continue fans' engagement with show's life beyond its airtime, has also unveiled the Project Runway Buzz Room. This new digital application aggregates Runway-related Twitter and Facebook messages in one place, allowing viewers to track other fans reaction to the show on a continuous basis -- either on or through their own Twitter and Facebook accounts. The show's designers, models and previous contestants will also contribute to the Buzz Room periodically, said officials.

Lastly, as part of its wide array of "Project Runway" supplemental content, Lifetime has also landed L'Oreal Paris and Garnier as sponsors of the upcoming Make It Work Sweepstakes. Entrants can weigh in each week during the show on whether the "Runway" judges were correct in their assessments of that week's fashions. The winner takes home a $25,000 grand prize and a trip to New York City to have lunch with "Runway" star Tim Gunn.