Joe Zee, left with California designer Brooke Rodd on “All on the Line with Joe Zee” (photo by Chris Ragazzo)

Are you watching “All on the Line with Joe Zee” on Sundance? Perhaps you should.

With the help of host and Elle mag Creative Director Joe Zee, the reality show performs business makeovers for struggling brands.

Zee is known for his deft balance of practical advice and perfectly delivered quips—which is what makes the show so fun to watch.

Now in its third season, the show has moved beyond its New York roots for a few episodes to showcase West Coast brands, including Ina Soltani, Domino Dollhouse and Brooke Rodd.

In a recent Media Bistro interview below, Zee explains the show’s western expansion:

“We had done seasons one and two in New York, and not that it’s tapped out, but it’s time to sort of really grow what the series can be about,” he explained in our Media Beat interview. “And I think West Coast fashion has really sort of evolved in terms of what the importance of it has been in the past few years. And also this is the world I live in. The celebrity culture in America is huge and only getting bigger, and what someone wears on the red carpet, on television, or in the media can ultimately change a struggling designer’s business.”

You can see the full interview here:

Published Oct. 15, 2012 at