Women’s lifestyle channel ETC formally launched the third season of Project Runway Philippines last week, with nationwide auditions for contestants starting on Aug. 20. But fashion maven Teresa Herrera is out as the show’s host, as producers choose veteran model and entrepreneur Tweetie de Leon-Gonzalez to take over the hosting duties. Wilson Y. Tieng, president of Solar Entertainment Corp., explained that the change is part of ETC’s strategy to appeal to a broader market. Solar Entertainment owns and operates ETC. “With ETC’s move to nationwide television, we are being seen by all types of viewers -- from the fashion-savvy to people who love the drama of reality TV. Our aim is to make Season 3 very relatable to all,” Mr. Tieng told reporters last Wednesday. “To achieve this, we have to bring in a host who not only understands the dynamics of fashion, but one who is an icon of our pop culture or a familiar face on TV at the very least,” he said. Aside from modeling, Ms. De Leon was in the very popular TV comedy OK Ka Fairy Ko and two of its film spin-offs. Station movements ETC began as a cable channel in 2004. After it ceased to air on dominant cable TV service provider SkyCable in 2008, ETC began airing on UHF Channel 21 of Southern Broadcasting Network. Last March, ETC began airing on free TV, taking over the programming of Radio Philippines Network Channel 9. Mr. Tieng explained ETC’s move to free TV was one of the reasons it took more than two years before they were able to mount the show’s third season. “We know that viewers have been waiting for the new season of Project Runway Philippines, but it is not often that Solar Entertainment is producing a local format like this, so every time we do, we make sure we do it right,” Mr. Tieng said. “After two years of brainstorming and preparations, we assure you, this season is worth the wait and a lot better than the past two seasons.” Project Runway Philippines debuted on ETC in July of 2008. The first season’s winner was Aries Lagat of Iligan City. The show’s second season premiered in August, 2009 with Manny Marquez of San Pedro, Laguna declared the champion. Project Runway Philippines is based on the format of the Emmy-nominated US show Project Runway. The format is simple: wanna-be designers compete in a series of challenges over several weeks, with one eliminated every week, for a chance to launch their own collection. The original Project Runway made TV stars of German supermodel Heidi Klum and style guru Tim Gunn. It has also made its judges -- fashion designer Michael Kors and magazine editor Nina Garcia -- bigger celebrities than they already were. Following the show’s phenomenal success in the US, Fremantle Media went on to allow international versions of Project Runway which closely follow the original format. The judging panel for the international franchises also mimic the original version: hosted and judged by a local model or celebrity, a famous fashion designer, and a fashion editor to act as regular co-judges, and weekly rotating roster of guest judges. The mentors for the contestants are also selected based on their reputation, and knowledge of fashion design, and the industry in general. Project Runway currently has versions in Canada, the UK, Norway, Netherlands, Malaysia, Australia and Israel among others. The US version is currently on its ninth season. Focus on the Philippines Mr. Tieng promises that the third season of Project Runway Philippines will be the show’s “best and biggest” season. “Expect more extravagant challenges, bigger celebrity guests and the best of Philippine fashion to take the spotlight,” Mr. Tieng said. “This season, Project Runway Philippines focuses on showcasing the uniqueness of Filipino designers on the global stage, so you can expect challenges to be more centered on Filipino pride, character, materials and culture,” said Edel Pepito, the show’s executive producer. “The main goal is to inspire each designer to whip up something Filipino that can stand out among other global brands.” Like the first two seasons, the upcoming season will provide talented designers an opportunity to launch their careers under the watchful eye of fashion designer Jojie Lloren as mentor. Designer Rajo Laurel and fashion columnist Apples Aberin both return as judges. Each week, the designers will be given challenges that will test their skills and allow them to present their design philosophies. One designer will be eliminated each week until three contestants remain. They will each be given a chance to present a 10-piece collection on which the judges will select the winner. This season the winning designer will receive P500,000 in cash, a 10-page editorial spread in a Mega Magazine, and a start-up business package of 10 sewing machines. “The winner will also receive a short-term design scholarship at a top European fashion school, a two-month apprenticeship with Asian Institute of Fashion’s top industry fashion designers, and a full scholarship for a four-year fashion design program at the Asian Institute of Fashion at iACADEMY in Makati,” Ms. Pepito said. Auditions will be held at the Pryce Plaza Hotel in Cagayan de Oro City on Aug. 20-21; Marco Polo Hotel in Cebu City on Aug. 27-28; Hotel Supremo in Baguio City on Sept. 3-4; and Jungle Gym in Makati on Sept. 6-7. Those who wish to audition must be at least 21 years old, a Filipino citizen, and must bring a portfolio of work including three completed outfits of their own design. Fifteen contestants will be selected. The entire season will be shot in an undisclosed location starting September. As in previous seasons, contestants will be bound by a strict confidentiality agreement to ensure that results do not leak before the scheduled airing of the show in February. For complete audition mechanics, log on to etc.com.ph. -- Jeffrey O. Valisno