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Playboy TV Customers First to Subscribe Via Premium Rate Text Messages
[April 11, 2005]

Playboy TV Customers First to Subscribe Via Premium Rate Text Messages


MIDDLESEX, England, April 11 /PRNewswire/ -- Playboy TV UK, a leading provider of high-quality, entertainment
programming for adults, is the first broadcaster to allow customers to pay
for their TV subscription via premium rate text messages. This new
subscription method is provided in partnership with Yakara plc who manages
the text message service.

By texting "go" to 89191, Sky customers can now subscribe to a six
channel package including Playboy TV, the Adult Channel, Spice Extreme and
three Climax3 channels. They then pay for their subscription via their cell
phone bill which reflects charges for twenty premium rate text messages at
pounds Sterling 1.50 each per month.

Signing up to the service simply involves replying to three messages
asking for the customer's telephone number, postcode and Sky viewing card
number. This information is verified before the service is activated to
prevent unauthorized access. The subscription is then activated within 2
hours.

Commenting on the deal, Richard Gale, Director of Marketing & Sales,
Playboy TV UK said: "We are very excited to be at the forefront of new
technology. Text messaging has become part of our everyday lives and
consumers are used to signing up to services using this method. However, this
new service takes things a step further by allowing the customer to pay using
this method too. It is very exciting to be the first broadcaster in the UK to
use SMS technology in this way."

Stuart Malcolm, Managing Director of Yakara plc said: "This is a UK
first. We have made the ordering and payment of TV content as easy as voting
for a reality TV show. Yakara is delighted to be working with such an
innovative brand as Playboy TV, who has immediately seen the business
benefits of using SMS Text Messaging as an automated channel for customer
interaction."


About Playboy TV UK

Playboy TV UK operates Playboy TV, The Adult Channel, Spice Extreme and
Climax3 which are among the biggest and most popular adult entertainment
television networks in the UK. Available on Sky Digital, ntl and Telewest
platforms, the channels are available as encrypted premium services on a
monthly subscription and Pay Per Night basis. Playboy TV UK is a subsidiary
of Playboy TV International.


About Playboy TV International

Playboy TV International, wholly owned by Playboy Entertainment Group,
Inc. (PEGI), a division of Playboy Enterprises, Inc. (NYSE: PLA), develops
and operates quality adult entertainment television networks worldwide under
the Playboy TV and Spice brands. PTVI has full ownership of Playboy TV, The
Adult Channel, and Spice Extreme in the United Kingdom and Europe as well as
an equity interest in Playboy TV Japan, Channel Ruby and Playboy TV Latin
America & Iberia. Playboy TV International is headquartered in Los Angeles
with major presence in key European and Asian markets. Under strategic
alliances with leading international partners, PTVI operates branded networks
in Australia, France, Germany, Hong Kong, Israel, South Korea, New Zealand,
Poland, Scandinavia, and Turkey.


Playboy TV International


Janis Woolley of Playboy TV, +44-20-8581-7420, [email protected]

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