The network's president and general manager Nancy Dubuc announced the marketing plan during a broad-ranging discussion at Real Screen's Factual Entertainment Forum on Thursday, June 2. She also revealed that the effort is part of Lifetime's campaign to introduce its sexier image.
Dubuc stated Lifetime aims to move away from "women in peril" stereotype, which has been attached to the network in the last few year, by celebrating female characters who are brazen, strong, confident and sexy. By featuring "Project Runaway" host Klum in her naked model figure, the network wants to showcase a woman who has all of those attributes, so Dubuc explained.
"Project Runway" season 9 will premiere this summer. In addition to the regular version, Lifetime has also ordered eight one-hour episodes of "Project Runway All Stars" which will feature past contestants. The show is slated to air during 2011-2012 television season.