Brandtique: ‘Project Runway,’ Tresemme
Posted by iTVX Staff on October 6th, 2008
It was hard to read last week’s court ruling in the dispute over whether “Project Runway” will stay at Bravo or go to Lifetime without getting a sense of how much brand integration means to the show–and not to the viewers. Apparently, it does not just bring incremental dollars, but serves as a critical part of the revenue stream for the network and producers.
Without Bluefly.com (which gives the winning designer a $10,000 shopping spree) or L’Oreal Paris providing a makeup room for each episode, would the value of the show plummet?
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