OpenTV and Playboy are to co-operate in the development, integration and launch of interactive television applications for Playboy’s worldwide programming networks.

The companies expect to develop interactive applications capable running on all software platforms, not limited to any specific set-top box middleware or any proprietary interactive television solution.

Under the agreement, OpenTV will also support Playboy in marketing interactive applications and games to network operators worldwide, and provide general consulting and advisory services. Financial terms have not been disclosed.

“We are delighted to partner with such a powerful global brand like
Playboy to develop innovative interactive television applications,” said Tim
Evard of OpenTV. “We look forward to building unique, reliable and stable technologies and applications that increase viewership and revenue for both Playboy and their network operator distributors around the world.”

“We believe that iTV applications will be a powerful tool for our partners and will also provide a more compelling viewing and transactional experience for our consumers,” said James Griffiths of Playboy Entertainment Group.

The Playboy Entertainment Group produces around 1,500 hours of original programming annually for Playboy TV networks in the United States and over seventy countries around the world.