RIO DE JANEIRO — More sex is coming to Brazil. Local pay-TV programmer Starwave will launch adult-entertainment channel Penthouse TV in Brazil and has plans to expand to other Latino countries.
The 24-hour channel, to showcase Penthouse-produced pics from the U.S. and other soft-core porn, will be the first channel in international markets to feature Penthouse-branded programming, Starwave’s commercial director Ivan Barcellos said.
Starwave has dubbed into Portuguese more than 100 Penthouse films made in the USA. The channel will also feature purchased pics from the U.S. and Europe, as well as shows produced in Brazil, Barcellos said.
Starwave already produces hardcore adult channel Cinesex in Brazil, with about 50,000 subs, as well as two regular film channels. It also publishes the Brazilian edition of Hustler and has acquired the rights to launch an edition of Penthouse, skedded for this year.
It will bow the round-the-clock Penthouse channel on May 25.
Brazilian MSOs affiliated with NEO-TV, a purchasing association that reps 25 systems including No. 2 cabler TVA, will be able to buy Penthouse TV as either a pay-per-view or an a la carte channel.
Starwave is currently negotiating with other MSOs in Brazil.
The local market for adult pay-TV programming has proved to be a consistent one. For example, adult programming accounted for 52% of all pay-per-view sales during the second half of 1999 for satcaster Sky’s Brazil service.