Fans of Lifetime's "Project Runway" will become part of the live telecast with new second-screen voting features, as cabler looks to drive live-audience tune in for 12th season of the fashion franchise hosted by Heidi Klum and Tim Gunn.

Viewers will be able to weigh in on contestants via the show's website. Audience responses will be tabulated and displayed in real time on TV during live broadcasts of "Project Runway" throughout the season, which debuts Thursday.

SEE ALSO: Nude 'Project Runway' Billboard Nixed in Los Angeles

As DVR usage continues to climb, networks are increasingly looking for new ways to entice viewers to watch live -- so they can't skip ads.

In addition to the interactive voting, "Project Runway" season 12 companion website will also include short-form video, photos, designer sketches, blogs, weekly scorecard and other content. The site is accessible via mobile devices and computers; the second-screen features aren't available through dedicated iOS or Android apps.

Show's new voting and polling features are powered by iPowow, an L.A.-based interactive media company. The "Project Runway" second-screen website is sponsored by L'Oréal Paris.

Lifetime's other fan-engagement promotions for the upcoming season include a Twitter contest, Runway Redemption (via hashtag #RunwayRedemption), which is letting fans pick a contestant from a past season to be the 16th contestant.

Lifetime is owned by A+E Networks, a joint venture of Disney-ABC Television Group and Hearst.


© 2013 Variety Media, LLC, a subsidiary of Penske Business Media; Distributed by Tribune Content Agency, LLC