• paidContent.org, Thursday, August 20, 2009 10:49 PM

In a first for "Project Runway," full episodes of the show are streaming on demand at MyLifetime.com after they premiere on cable. The show started a new life with season six on Lifetime last night. Previously it was on NBC Universal's Bravo channel. NBC CEO Jeff Zucker didn't want to make Bravo shows available in full for free online to protect their value to MSOs.

On Lifetime, the show has new online strategy based on streaming replays, along with a real-time Buzz Room, behind-the-scenes video and gaming. Unlike the broadcast nets, which usually post episodes online the day after a premiere, Lifetime will wait until Saturday mornings -- after the Thursday night premiere and the Friday night encore. The ad-supported episodes will be available on demand online at the same time as they show up in cable operators' video on demand lineups.

The new strategy calls for "Project Runway" online to only be available on MyLifetime.com. No syndication. No season pass on iTunes. No downloads. The same online approach will be followed for the new show "Models of the Runway."

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