• by David Goetzl , April 8, 2008

In a stunning move, a hit that has helped elevate the profile and value of the Bravo network within NBC Universal is shifting to a competitor. "Project Runway" joins the lineup at Lifetime this fall, part of a five-year agreement with producers, the Weinstein Company.

From an advertising angle, in addition to serving as a platform to target upscale women, the show has been a product placement hub, with multiple brands serving as charter sponsors each season, and others playing prominent roles in individual episodes.

The move immediately gives Lifetime wind at its back during the coming upfront selling season.

The stars of the series, Tim Gunn and Heidi Klum, will be moving to Lifetime--which has recently sought to upgrade its reality offerings along with the show. It will debut on the female-aimed network with its sixth season in November.

Lifetime head Andrea Wong, finishing her first year on the job and getting ready for her first upfront, said that "having watercooler movies, dramas and reality shows like "Project Runway" is paramount for the network.

A statement from Bob and Harvey Weinstein said: "We would like to sincerely thank NBC Universal and Bravo for all their contribution and support."

The Weinstein company said NBCU has filed suit in New York Supreme Court to try and block the move to Lifetime, but released a statement from its attorney saying the suit is without merit.

Recently, NBCU head Jeff Zucker has sought to position its entertainment cable operations--principally USA, Bravo and Sci-Fi--as the heart of the company and the principal growth drivers.