Playboy promises to 'revolutionise' adult TV

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The Independent Online

Playboy TV, the adult broadcaster, doubled its channel line-up last night with a cut-price offer that could trigger a price war in the sector.

Playboy TV, the adult broadcaster, doubled its channel line-up last night with a cut-price offer that could trigger a price war in the sector.

The company, part of Playboy International, which is listed in the US, said it would spend "several million" on three new channels and a marketing campaign that it promised would "revolutionise" adult television in this country.

The new Climax3 services, available in homes that subscribe to BSkyB, are in the "pay-per-night" market and promise both to under cut competitors' prices and provide a different kind of programming.

The company said its research showed that viewers of adult television were unhappy with the lack of choice.

Viewers wanting pay-per-night typically get one channel for £5. Playboy TV said it would provide access to all three channels for the night for £3. Consumers can flick between the channels, which would together provide 22 hours of programming each night. "People want to be able to dip in and out of channels," Richard Gale, the European head of marketing at Playboy TV, said.

Climax3 will provide clips, rather than long programmes, with MTV-style "VJs" as hosts. That way, Mr Gale said, the action should appear more "intense" - hardcore material is not allowed in this country. Playboy TV has three established monthly subscription stations, including The Adult Channel.

"We're confident that we're already market leaders. With these new channels, we will steal market share from others," Mr Gale said.

Sky offers more than 30 adult channels including pay-per-night and monthly subscription stations. The area is believed to be highly lucrative both for Sky and the channel providers.

Among Playboy TV's main rivals are the adult channels owned by Richard Desmond's Northern & Shell group. David Sullivan, the owner of the Daily Sport newspaper, also has adult channels on Sky.

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