Playboy to launch multimedia image campaign. (Playboy Cable Network)
Multichannel News, December, 1993 by Umstead, R. Thomas
Playboy TV has launched a multimedia consumer image campaign that de-emphasizes the adult nature of the channel and pushes the network's original programming. The network is also set to launch its 24-hour test in January with the expectation of increasing buy-rates by almost one-third above current levels, according to Michael Fleming, senior vice president and general manager of pay TV for Playboy Entertainment Group.
Playboy will reposition its pay-per-view network, with an emphasis on differentiating Playboy's programming from other adult entertainment products, including PPV adult network Spice, said Steve Astor, vice president of marketing for Playboy Entertainment Group. The campaign, "Playboy with a Passion" emphasizes the network's "passionate"...
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