Bravo wants to reach you, Project Runway viewer, on a deeper level. And how? By launching brand-new, exciting Web initiatives. Get your minds out of the gutter, for their scheme is entirely G-Rated. A new section of the Bravo site called B-Hive will have games like Project Runway Bingo. Oh, but it gets better: B-Hive will even offer "instructions on how to play the judges on [Project Runway], custom drink recipes and instructions for a Project Runway tea party," according to Multichannel News.

“Ideally, we want [fans] to feel invested and be brand ambassadors,” said Bravo senior vice president of digital and new media Lisa Hsia. Viewers should “taste” the brand, try it on and share it with their friends, she added.

The key word there is "share." So after you host your fantasy Project Runway tea party — and act out a scene in which Heidi Klum and Nina Garcia argue over who has more fashion-industry cred, while Michael Kors and Tim Gunn get into a sparring match with their witty one-liners — you can share your photos from the festivities on B-Hive.

Funny — when we started typing this we were going to end by calling the whole thing lame, but having blogged it out, we've decided it might not be such a bad idea after all. Until Project moves to Lifetime and all this becomes obsolete and kind of pointless.

Bravo Seeks Immersion [Multichannel News]