January 31, 2006 12:02 AM by Joe Blackmon
Bravo has entered into the mobile phone market with the launch of Bravo To Go, which will include two online mobile storefronts for the acclaimed original series "Project Runway" and "Queer Eye." Teaming up with iLoop Mobile, Inc., mobile phone users will be able to purchase wallpaper as well as ringtones featuring the shows’ theme songs. The storefronts launched on BravoTV.com on Monday, January 30. The announcement was made by Lauren Zalaznick, President, Bravo.
"Networks are branding their programming through mobile content and providing an audible and visual experience for the consumer," said Zalaznick. "We’re launching our mobile store with the most in demand Bravo brands, ‘Project Runway’ and ‘Queer Eye’."
A selection of "Project Runway" and "Queer Eye" mobile phone ringtones can be purchased at www.BravoTV.com for $1.99 per Bravo To Go download. Take Heidi Klum on the go and choose between the "Project Runway" theme song and the supermodel’s famous words, "Are You In Or Out," or make their ringtones fabulous with the "Queer Eye" theme song, "All Things Just Keep Getting Better," by Widelife with Simone Denny.
Mobile phone users can also give their cell phones a makeover with a selection of "Project Runway" and "Queer Eye" wallpaper for $1.99. Whether it’s Heidi Klum’s smile or a Fab Five group shot, it’s guaranteed high-phone-fashion and style for the consumer.
The mobile storefronts will be live on BravoTV.com and powered by iLoop Mobile, Inc., a mobile application software company that allows content owners to create, connect, and control text-based SMS mobile marketing campaigns and web and WAP mobile storefronts.
"We are proud to be selected as the mobile provider for ‘Project Runway’ and ‘Queer Eye’," said Steve Koskie, iLoop Mobile CEO, "Bravo has been able to leverage our mobile technology platform to connect their brands to the consumer in a fun and interactive way."
Bravo’s "Queer Eye" and "Project Runway" continue to be the networks biggest hits. This season, the Fab Five has geared up to "make-better" a new group of straight men in need for a new look on life, from the men of Moose International to Kevin Bacon’s big brother, Michael. "Project Runway" has come back even stronger this season, with season two’s premiere episode reaching triple the audience of season one’s, and last week’s episode surpassing season one’s finale in key demos, and the Project Runway site has reached 30 million pageviews since the new season launched.