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The revamped ad-funded portal will be launched this December, with a focus on editorial. Playboy claims it has toned down its X-rated content to attract advertisers to the new portal, which previously worked on a subscription model.

Ten new channels will be on offer, including entertainment, life and style, The Girls and The Mansion.

Woot!media will provide bespoke advertising relevant to the content and will seek to create new brand partnerships for the new portal, drawing on the sales house's experience in sponsorship and providing relevant brands for niche websites.

Following the launch of Woot!viral in 2007, the sales house's arm for creating branded content, a viral campaign to sign up interest prior to the launch is now live.