Lisa Hsia, SVP new media at Bravo named some Bravo's mobile digital programs over the past two years: including Project Runway, and Top Chef. "We decided to ask people who
should choose to win Project Runway. We got thousands of responses. People who particpated were young, wealthy, they all owned fancy cable
remotes.  After that we evolved from SMS to offering wireless websites to all kinds of things."
She says the latest was location-based social networking, where a
consumer with a mobile device can get information pertaining to an advertiser and specific to his or physical location. "It's constantly evolving. Right now we have
a mobile fan club for Project Runway."  That program involves asking consumers to text questions. "We got tens of thousands of messages, an 80-90% response rate."
"My goal is to figure out how to monetize that engagement. For L'Oreal we are offering the ability, when you see a moment on Bravo, where a L'oreal product is being used,
offering an instant SMSÂ for a coupon. it's added value if I can prove a high level of engagement."