Playboy TV is to axe its ‘Morgasms’ campaign and is reviewing its
advertising less than a year after launch in an effort to increase its
appeal to men.
The station has estimated losses of pounds 2.1m and its owner, Flextech,
is worried about the lack of take-up among cable and satellite
subscribers. It currently has 26,000 subscribers while its main rival,
Television X, claims 200,000.
Playboy has told Saatchi & Saatchi that it is reviewing its business and
is reported to have handed the account to Maher Bird for a three-month
holding period.
A new ad campaign is to break before the end of the year, taking a more
direct approach and stressing the station’s sexual content. When Playboy
launched it aimed at couples, but now it believes it has to appeal more
directly to men.
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