In this ground breaking partnership, Playboy TV UK will use ntl’s VOD platform to offer its 1.4 million digital cable viewers access to high-quality adult films and programmes on an ‘on-demand’ basis. And, because the content is ‘on-demand’, ntl viewers will be able to pause, stop, fast-forward and rewind their porn – just as they would with a normal video player.

Commenting on the deal, Jeremy Yates, Managing Director, Playboy TV UK said: “We are very excited to be part of this latest development in the UK digital TV market which keeps Playboy TV at the forefront of content delivery solutions. With one of the most diverse libraries, we are perfectly positioned for the VOD market and can finally offer the consumer the ability to take control of what they want to watch when they want to watch.”

Over 50 hours of content from Playboy will be available on demand at launch. The number of programming hours will grow as the service evolves.

David Thatcher, Managing Director, Sales and Marketing, at ntl said: “ntl On Demand is an exclusive service for our digital TV customers and is another example of where we are adding choice and value. Playboy TV is a world famous brand and we welcome them to the new service.”

Playboy TV UK will continue to offer on ntl three premium channels, Playboy TV, Adult Channel, and Spice Extreme in addition to the new VOD service.