Playboy Interns Make a Mobile Show
Thursday, December 11, 2008
Steve Smith

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Apparently anyone entering the Playboy Enterprises empire is subject to a reality show somewhere. In the latest issue of the legendary magazine, readers are invited to take a phone cam image of a logo for the new made-for-mobile video series Interns and send it to Playboy to receive a link to the weekly show. Interns tracks the learning curve of three young minimum wage earners in the Playboy New York marketing office, overseen by a dashing boss. The 4-minute episodes encapsulate the typical reality TV challenges, such as soliciting Cyber Babes.

Playboy has been very active in overseas mobile markets for a while, but its U.S. mobile program has moved in fits and starts until a more aggressive push this year. The Playboy.com mobile and iPhone sites distribute video and blog content from Hef and the girls. Playboy video are distributed across the growing eco-system of mobile Web video providers like Zoovision, MyWaves and Quattro Wireless.

The Interns series is a polished product that Playboy is supporting on the Web and in print. Unlike early attempts by providers like Fox Mobile and VuGuru, this series lives outside the “garden walls” of a specific carrier’s content catalog. Anyone with an Internet enabled phone and basic multimedia capabilities should be able to access the series at multiple touchpoints. The target demo is college-aged mobile users who have become accustomed to using their phones as data access points.

The first episode in the series launched Dec. 9, with new clips arriving on a weekly basis.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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