• Media Life , Thursday, September 14, 2006 11:45 AM

Bravo's "Project Runway" has grown from a mild success to a top-five cable hit over the last year, defying the norm by posting its highest ratings in its third season. That's when most reality shows usually start to decline. Driving this growth is an Internet subculture that has built around the show, something the network has encouraged with new media support. The result is that "Runway" has isn't just a TV show but a pop-culture phenomenon. Its deep Internet roots fueled the momentum that's now driving viewership to record levels. For the third straight week, "Runway" scored its best ratings among adults 25-54, averaging 2.47 million viewers and placing an eye-popping fourth on basic cable. And it has also become the most-watched show in Bravo history, averaging 2.88 million households, eclipsing other Bravo hits like "Top Chef" and "Queer Eye for the Straight Guy," to become the network's No. 1 show.

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