Magazine article Marketing

Flagging Playboy Changes Position

Magazine article Marketing

Flagging Playboy Changes Position

Article excerpt

Playboy TV is to target male audiences more directly in a bid to improve its low viewing figures.

Playboy TV is repositioning itself as an up-market adult channel purely for men. The move follows the axing of its 'Morgasms' campaign and the shift of its [pounds]2m advertising business from Saatchi & Saatchi to Maher Bird.

The decision represents an admission that the channel's attempt to appeal to couples has failed. In order to succeed, Playboy TV will have to appeal to men directly with a more explicit message.

The channel is thought to have lost [pounds]2.1m since launching last November and its owner, Flextech Television, is said to be unhappy with the low rate of take-up among satellite and cable subscribers.

Playboy TV is also still seeking a permanent replacement for its former managing director, Rita Lewis, who went on maternity leave in July and is to take on a new role in Flextech when she returns.

But Jessica Cox, marketing director and, from last week, acting managing director, says Playboy TV is ahead of its business plan. She claims the channel's subscription figures are higher than the reported 26,000 (Flextech will not reveal the actual figures) and that it is on course to break even in early 1998. …

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