Lifetime Launches `Project Runway' Facebook App

Lifetime will look to increase awareness for next week's seventh season debut of Project Runway through a new Facebook Connect social media application.
The Project Runway 2010 Designer Darling application allows users to place their photos on gender-specific, custom-created fashion magazine covers that feature a short article trumpeting the user as the newest fashion sensation, according to Lifetime officials.
The application also allows users to place a cover slide show within their Facebook newsfeed; Tweet about the application; download the custom magazine covers; invite friends to participate; access exclusive content on and link directly to Project Runway's Twitter account and fan page.
The network will also launch a full suite of fashion and drawing games on in advance of Project Runway's Jan. 14 seventh season premiere.
Project Runway averaged 3.3 million viewers last Fall on Lifetime -- the first time the popular competition series ran on the women's targeted network after airing its first five seasons on Bravo.

R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.