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Playboy comes to 3G

The content deal has been signed to give 3 exclusive, multi-year rights to provide Playboy’s print, online and broadcast libraries to wireless customers in markets operated by Hutchison’s 3GCompanies. The UK service, which launched last week, represents the first market that PEI will serve.

Playboy will be available as part of 3G’s service amongst a wide range of news, sports and entertainment content. Customers in the 3 markets where Playboy content will be offered have the option to access both still photos and video clips from Playboy’s archives, which include more than 13 million photos and 2,000 hours of video programming. The actual content offered may differ from market to market depending on local regulations and conditions, as well as consumer preference.

Christian Salbaing, Managing Director for European Telecommunications at Hutchison 3G Europe, said, “The growth of next generation wireless services will be driven by the availability of a wide variety of premium content and by consumer demand. 3 has been partnering with market-leading content providers worldwide and the Playboy brand is recognized globally. We are very pleased to be partnering with Playboy in this segment of the market.”

Christie Hefner, Chairman and CEO of Playboy Enterprises, Inc., said: “Playboy has always been committed to making its content available through the use of emerging technologies and new platforms. We believe that 3G is the first mobile platform that truly provides a rich multimedia experience for the user. 3′s technology and extensive global network make them the ideal global partner for Playboy and we are very pleased to have the chance to work with them. We are confident that their technological expertise will combine with our entertainment assets to create a compelling consumer experience.”