PLAYBOY, THANE MARKETING TO LAUNCH 'INFOMERCIAL' PROGRAM, 'PLAYBOY'S SECRETS OF MAKING LOVE'; A RATINGS, CONSUMER HIT IS KEY TEST MARKETS

PLAYBOY, THANE MARKETING TO LAUNCH 'INFOMERCIAL' PROGRAM, 'PLAYBOY'S SECRETS OF MAKING LOVE'; A RATINGS, CONSUMER HIT IS KEY TEST MARKETS

    BEVERLY HILLS, Calif., Sept. 17 /PRNewswire/ -- Playboy Entertainment Group Inc. and Thane Marketing International have combined forces to exploit the new fast-growing infomercial market, it was announced today by Jeff Jenest, Playboy's senior vice president and general manager, home video, and William F. Hay, president of Thane Marketing International.
    Filmed at the Playboy Mansion in Los Angeles, "Playboy's Secrets of Making Love," stars actress Morgan Brittany and relationship counselor Joy Davidson, Ph.D., and features real-life testimonials from couples who have benefitted from the products spotlighted on the 30-minute show.  The infomercial has aired in test markets and is being readied for national rollout Oct. 1 in major broadcast and cable outlets.
    The infomercial offers Playboy's newly created "Secrets of Making Love Program," whose components are two innovative best-selling videotapes, "Secrets of Making Love to the Same Person Forever" and "Ultimate Sensual Massage"; two newly produced audiocassettes titled "Playboy's Music for Lovers," volumes 1 and 2; a vitamin E massage oil and jasmine massage balm.  The program is available at $59.95 and represents a $90 value.
     According to Jenest, "I believe we are on the cutting edge of television direct marketing with this infomercial for several reasons.  The program has extremely high production values that place it above anything else on the air today.  Second, it is structured as a thoroughly entertaining half-hour show as well as an outstanding selling vehicle.  Third, it is probably the most widely-appealing subject ever to use the infomercial format -- building better intimate relationships has appeal to men, to women and to couples."
    Hay said, "The products are first-rate; the Playboy brand brings them instant credibility; and Thane Marketing International adds the essential production and distribution expertise for this specialized programming.
    "Already a successful producer of home videos and infomercials, Thane has long understood the potential of direct marketing programs as an important element of the marketing mix for major corporations. Now, that belief is being validated by the entry into the field of such important international players as AT&T, IBM and Playboy Enterprises."
    "Playboy's Secrets of Making Love" program has been an audience and sales success in test markets across the country.
    For example, according to Thane Marketing International, Denver's KDVR-TV's first broadcast of the infomercial recorded a 17 share, second in the market overall during the 12:30-1 a.m. time slot and outperforming "Late Night With David Letterman," "The Arsenio Hall Show" and "Tales from the Darkside."
    In Los Angeles, where it airs on the Disney-owned KCAL-TV, the program has been seen by more than 1 million viewers in its 12:30-1 a.m. time slot and consistently improves on its "Barney Miller" lean-in.
    The planned Oct. 1 national rollout will place the "Playboy's Secrets of Making Love" infomercial in front of viewers on more than 50 stations in the top 24 markets.  Broadcast and cable networks and station groups which will be carrying the infomercial include Disney, Gannett, Westinghouse, Tribune, Paramount, Cris-Craft, Times Mirror, Multi-Media and Gillette.
    "Playboy's Secrets of Making Love" infomercial is produced by Denise DuBarry and directed by Phil Scarpaci.  Writer is Jim McNamara.  Executive producers are Bill Hay, Richard Bencivengo and Jeff Jenest.
    For additional information, contact Jim Nagle, Playboy Entertainment Group, 9242 Beverly Blvd., Beverly Hills, CA  90210. Telephone:  [phone].  Fax:  [phone].  Or, William Hay or Denise DuBarry, Thane Marketing International, 78080 Calle Estado, Suite 2A, LaQuinta, CA  92253.  Telephone:  [phone].  Fax: [phone].
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    /NOTE:  "Playboy's Secrets of Making Love" program has just been nominated for the "Most Innovative Show" award of the East Coast Infomercial Conference, scheduled for Sept. 24 at the Waldorf-Astoria Hotel in New York City.  At that conference, co-executive producer Jeff Jenest will participate in a special panel discussion on the role of infomercials in the corporate marketing mix./
    /CONTACT:  Jenny Roelle of Bender Goldman & Helper, 310-473-4147, for Playboy; or Frank Gardner of Los Robles Marketing & Management, 805-473-3030/
   (PLAA) CO:  Playboy Entertainment Group Inc.; Playboy Enterprises; Thane
     Marketing International Inc. ST:  California IN:  ENT SU:

KJ-LS -- LA013 -- 0644 09/17/92 12:05 EDT