Tuning In To Penthouse TV (Eventually)

Now that former GQ editor Mark Healy has retooled Penthouse magazine as a more upscale and savvy version of its former self, it should probably come as no surprise that the venerable title will soon be branching out into other forms of media as well (all the better to create a lifestyle brand, you know): the company announced today that it has partnered with adult media powerhouse New Frontier Media in a $10 million deal that will bring Penthouse TV to a small screen near you within the next two years. While the teasers on the new preview website don't make the content look much different from what you can already find on, say, the Spice Channel, we're looking forward to seeing a programming schedule chock full of the new Penthouse's inimitable sense of style. A cooking show hosted by Heather Vandeven, mayhaps? "Sasha Grey's Guide To Porn Star Style"? Here's hoping!

· Penthouse TV (penthousetv.com)

Press release (for those of you who are into that sort of thing) after the jump.

- - -

Penthouse Magazine, New Frontier Media Announce $10 million deal TO LAUNCH Penthouse TV

BOULDER, CO., & BOCA RATON, FL. - Sept. 18, 2007 -- New Frontier Media, Inc. (NASDAQ: NOOF), a worldwide producer and distributor of general and adult-themed motion picture entertainment, today announced an exclusive, long-term, multimillion dollar contract with Penthouse Media Group Inc., parent of one of the world's leading men's lifestyle publications, Penthouse Magazine, to deliver Penthouse-branded adult television content in the United States. Under terms of the deal, New Frontier Media will develop and launch a Penthouse-branded linear TV channel as well as a Penthouse Video On Demand service to U.S. cable, satellite and IPTV operators.

"Penthouse TV will offer adult consumers a fresh alternative in branded adult television," said Michael Weiner, CEO of New Frontier Media. "Adding the Penthouse brand to New Frontier's programming and distribution expertise will create one of the most formidable services ever offered to U.S. multichannel distributors."

New Frontier Media expects that Penthouse-branded VOD products will be available on U.S. television within the next six months, while the Penthouse linear channel will launch within 24 months. New Frontier Media is planning to make Penthouse TV available to 50 million U.S. households within three years. New Frontier Media plans to distribute Penthouse TV as an additional TV channel or as a replacement for existing New Frontier Media channels.

"We're pleased to partner with New Frontier Media and their powerful distribution platform in creating a TV channel anchored by Penthouse, one of the most renowned adult brands in the global market," said Marc Bell, CEO of Penthouse Media Group. "With the success of Penthouse TV's distribution, Penthouse will earn at least $10 million in TV revenue with more upside possible upon the success of the new services, and from an image perspective, we're leveraging one of the most prominent adult titles in the world."

Penthouse TV will showcase the most popular features of the Penthouse brand, including Penthouse Forum, Penthouse Pets, VIP Club access, interviews with Penthouse celebs as well as originally produced programming, full length movies, product reviews, sizzling stories and amateur video submissions.

"New Frontier Media has conducted extensive research on the Penthouse trademark and finds that on the attributes that matter most to adult consumers, Penthouse is the clear leader," said Ken Boenish, president of New Frontier Media, Inc. and TEN. "Penthouse awareness numbers make it truly a household name."

David Kravis, President of Coastline Licensing, acted as agent for Penthouse in the negotiation of this landmark deal.

* * * * *

Previously: Exclusive: The New Penthouse Magazine, Dita Does Penthouse, Sasha And Terry Rip Up Penthouse, Heather Vandeven, 2007 Penthouse Pet Of The Year (We Think)