When the Bravo TV show “Top Chef” debuts its new series on April 12th, an online store will also launch on the site.

To purchase items online, Bravo will offer, among its payment options, PayPal Mobile, which launched in late March.

“We saw record viewer response from all of our other interactive text messaging initiatives, from the voting during Project Runway’s finale, to getting text messaged from Top Chef characters during the show. We strongly believe this new feature will be equally embraced by our savvy audience.” Lauren Zalaznick, Bravo’s President, said in a statement.

During the show, Bravo will prompt viewers on-screen when items are available for purchase with PayPal Mobile’s text-to-buy feature. The price of all items will include tax and shipping to ensure viewers will have a one-stop and simplified process for this new feature.

Bravo also said it will promote the PayPal Mobile text to buy service via on-air spots during “Top Chef” and on BravoTV.com.

Once an order has been placed with PayPal Mobile, the user will receive a callback to confirm the legitimacy of the order. Then the order goes through processing and ships to the purchaser.

That means while watching an aspiring contestant get dismissed from the competition, viewers can order a copy of the stylish kitchen towel he or she cried into after receiving the bad news. One can only imagine what other reality shows could do with PayPal Mobile.

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David Utter is a staff writer for WebProNews covering technology and business.