Playboy Selects ACTV as Digital Media Services Partner

ACTV Teams With Playboy.com in Five-Year Agreement to Support

Web- and TV-Based Interactive Content



Apr 17, 2001, 01:00 ET from ACTV, Inc.

    NEW YORK, April 17 /PRNewswire/ -- Playboy.com, Inc., a wholly owned
 subsidiary of Playboy Enterprises, Inc. (NYSE:   PLA) and
 ACTV, Inc. (Nasdaq:   IATV) announced today a long-term agreement in which the
 companies will collaborate on digital media initiatives for Playboy.com, the
 #1 lifestyle and entertainment destination Web site for men.
     Under the five-year contract, Playboy and ACTV will develop advanced
 interactive and digital content that creates new revenue opportunities for
 Playboy.com while also significantly expanding the appeal of the Web site for
 users.  Such opportunities include the development of online games, e-commerce
 tie-ins to Playboy.com programming, new offerings on the Playboy Cyber Club
 subscription site, and interactive programming for Playboy's Web-based gaming
 initiatives.  Collaboration on future interactive television (iTV) initiatives
 is also included in the partnership. The agreement was crafted by Playboy.com
 president Larry Lux and ACTV Enhanced Media Services president Bruce J.
 Crowley.
     The agreement draws on ACTV's broad portfolio of interactive TV tools,
 technical and creative services, and proprietary products including game
 development, enhanced media technology, iTV architectural services and
 individualized television applications.  The companies will share advertising,
 subscription and e-commerce revenues generated by ACTV-enhanced Playboy
 content.  ACTV will also receive fees for technical and creative services
 performed for Playboy.
     "Playboy has been successful in extending our established print brand to
 electronic platforms such as TV and the Internet," said Christie Hefner,
 chairman and CEO of Playboy.  "Now, as TV and the Internet converge, Playboy
 is ideally positioned to tap the large revenue potential of new broadband
 platforms.  As our partner in digital media, ACTV's vast experience and
 diverse portfolio of gaming, interactive TV and data management tools will
 allow us to create a richer experience for Playboy's legion of fans and new
 revenue streams for our stockholders."
     "We are delighted that Playboy.com has selected us as its digital media
 partner, and look forward to playing a key role in extending the Playboy brand
 in the broadband world," said William C. Samuels, chairman and CEO of ACTV.
 "This agreement is a result of our strategic efforts to create the digital
 media industry's only comprehensive product and service offering, and it
 illustrates our ability to become the digital services provider of choice for
 leading media companies as they pursue new interactive applications.  Playboy
 and ACTV are already hard at work developing innovative Internet and
 interactive TV content that will draw on our enhanced media expertise to add a
 new dimension to Playboy's unique global brand."
     Playboy has been at the forefront of employing interactive technologies to
 enhance its unique brand of lifestyle and entertainment content.  Playboy.com
 offers user-directed content on both its free and subscription Web sites,
 including interactive polling, feedback on plot direction of Playboy TV
 content, downloadable video clips and Web simulcasts of such premium events as
 Playboy Mansion parties, Mardi Gras and the Super Bowl.  Many of these events
 are constructed with tie-ins to e-commerce, the fastest growing of Playboy's
 multiple Internet revenue streams.
 
     About ACTV, Inc.
     (Nasdaq:   IATV) is a digital media company providing technical and creative
 services, tools and proprietary products for enhanced media, interactive TV
 advertising and personalized programming applications.  Based in New York
 City, ACTV has strategic relationships with key players in the Internet,
 television and digital technology fields, including Liberty Digital, Motorola
 Broadband Communications Sector, OpenTV and Liberty Livewire Corporation.  For
 more information, visit http://www.actv.com.
 
     About Playboy Enterprises
     Playboy Enterprises is a brand-driven, international multimedia
 entertainment company that publishes editions of Playboy magazine around the
 world; operates Playboy and Spice television networks and distributes
 programming via home video and DVD globally; licenses the Playboy and Spice
 trademarks internationally for consumer products; is developing a
 Playboy-branded, location-based entertainment business anchored by casinos;
 and operates Playboy.com, a leading men's lifestyle and entertainment Web
 site.
 
     About Playboy.com
     Playboy.com, a wholly-owned subsidiary of Playboy Enterprises, Inc.
 (NYSE:   PLA), an international multimedia entertainment company; is the #1
 lifestyle and entertainment destination Web site for men. Playboy.com operates
 Playboy-branded Web sites targeting the entertainment and lifestyle interests
 of young men, including: Playboy.com (http://www.playboy.com), an advertising
 and e-commerce-supported Web site that offers a range of entertainment,
 information and e-commerce; Playboy Cyber Club (http://cyber.playboy.com), a
 members-only subscription site featuring premium Playboy content and exclusive
 online events; the Playboy Store (http://www.playboystore.com), which sells
 Playboy-branded products; and Playboy Auctions (http://auctions.playboy.com),
 which auctions Playboy-branded merchandise and admission to exclusive Playboy
 events and allows fans to auction their own Playboy memorabilia and
 collectibles.  Playboy.com also operates SpiceTV.com (http://www.SpiceTV.com),
 a site featuring premium adult entertainment under the Spice brand.
 
     This news release contains forward-looking statements as defined by the
 Private Securities Litigation Reform Act of 1995.  Forward-looking statements
 include statements concerning plans, objectives, goals, strategies, future
 events or performance, and underlying assumptions and other statements which
 are other than statements of historical facts.  These statements are subject
 to uncertainties and risks including, but not limited to, product and service
 demand and acceptance, changes in technology, economic conditions, the impact
 of competition and pricing, government regulation, and other risks defined in
 this document and in statements filed from time to time with the Securities
 and Exchange Commission.  All such forward-looking statements, whether written
 or oral, and whether made by or on behalf of the companies, are expressly
 qualified by the cautionary statements and any other cautionary statements
 which may accompany the forward-looking statements.  In addition, the
 companies disclaim any obligation to update any forward-looking statements to
 reflect events or circumstances after the date hereof.
 
 

SOURCE ACTV, Inc.
    NEW YORK, April 17 /PRNewswire/ -- Playboy.com, Inc., a wholly owned
 subsidiary of Playboy Enterprises, Inc. (NYSE:   PLA) and
 ACTV, Inc. (Nasdaq:   IATV) announced today a long-term agreement in which the
 companies will collaborate on digital media initiatives for Playboy.com, the
 #1 lifestyle and entertainment destination Web site for men.
     Under the five-year contract, Playboy and ACTV will develop advanced
 interactive and digital content that creates new revenue opportunities for
 Playboy.com while also significantly expanding the appeal of the Web site for
 users.  Such opportunities include the development of online games, e-commerce
 tie-ins to Playboy.com programming, new offerings on the Playboy Cyber Club
 subscription site, and interactive programming for Playboy's Web-based gaming
 initiatives.  Collaboration on future interactive television (iTV) initiatives
 is also included in the partnership. The agreement was crafted by Playboy.com
 president Larry Lux and ACTV Enhanced Media Services president Bruce J.
 Crowley.
     The agreement draws on ACTV's broad portfolio of interactive TV tools,
 technical and creative services, and proprietary products including game
 development, enhanced media technology, iTV architectural services and
 individualized television applications.  The companies will share advertising,
 subscription and e-commerce revenues generated by ACTV-enhanced Playboy
 content.  ACTV will also receive fees for technical and creative services
 performed for Playboy.
     "Playboy has been successful in extending our established print brand to
 electronic platforms such as TV and the Internet," said Christie Hefner,
 chairman and CEO of Playboy.  "Now, as TV and the Internet converge, Playboy
 is ideally positioned to tap the large revenue potential of new broadband
 platforms.  As our partner in digital media, ACTV's vast experience and
 diverse portfolio of gaming, interactive TV and data management tools will
 allow us to create a richer experience for Playboy's legion of fans and new
 revenue streams for our stockholders."
     "We are delighted that Playboy.com has selected us as its digital media
 partner, and look forward to playing a key role in extending the Playboy brand
 in the broadband world," said William C. Samuels, chairman and CEO of ACTV.
 "This agreement is a result of our strategic efforts to create the digital
 media industry's only comprehensive product and service offering, and it
 illustrates our ability to become the digital services provider of choice for
 leading media companies as they pursue new interactive applications.  Playboy
 and ACTV are already hard at work developing innovative Internet and
 interactive TV content that will draw on our enhanced media expertise to add a
 new dimension to Playboy's unique global brand."
     Playboy has been at the forefront of employing interactive technologies to
 enhance its unique brand of lifestyle and entertainment content.  Playboy.com
 offers user-directed content on both its free and subscription Web sites,
 including interactive polling, feedback on plot direction of Playboy TV
 content, downloadable video clips and Web simulcasts of such premium events as
 Playboy Mansion parties, Mardi Gras and the Super Bowl.  Many of these events
 are constructed with tie-ins to e-commerce, the fastest growing of Playboy's
 multiple Internet revenue streams.
 
     About ACTV, Inc.
     (Nasdaq:   IATV) is a digital media company providing technical and creative
 services, tools and proprietary products for enhanced media, interactive TV
 advertising and personalized programming applications.  Based in New York
 City, ACTV has strategic relationships with key players in the Internet,
 television and digital technology fields, including Liberty Digital, Motorola
 Broadband Communications Sector, OpenTV and Liberty Livewire Corporation.  For
 more information, visit http://www.actv.com.
 
     About Playboy Enterprises
     Playboy Enterprises is a brand-driven, international multimedia
 entertainment company that publishes editions of Playboy magazine around the
 world; operates Playboy and Spice television networks and distributes
 programming via home video and DVD globally; licenses the Playboy and Spice
 trademarks internationally for consumer products; is developing a
 Playboy-branded, location-based entertainment business anchored by casinos;
 and operates Playboy.com, a leading men's lifestyle and entertainment Web
 site.
 
     About Playboy.com
     Playboy.com, a wholly-owned subsidiary of Playboy Enterprises, Inc.
 (NYSE:   PLA), an international multimedia entertainment company; is the #1
 lifestyle and entertainment destination Web site for men. Playboy.com operates
 Playboy-branded Web sites targeting the entertainment and lifestyle interests
 of young men, including: Playboy.com (http://www.playboy.com), an advertising
 and e-commerce-supported Web site that offers a range of entertainment,
 information and e-commerce; Playboy Cyber Club (http://cyber.playboy.com), a
 members-only subscription site featuring premium Playboy content and exclusive
 online events; the Playboy Store (http://www.playboystore.com), which sells
 Playboy-branded products; and Playboy Auctions (http://auctions.playboy.com),
 which auctions Playboy-branded merchandise and admission to exclusive Playboy
 events and allows fans to auction their own Playboy memorabilia and
 collectibles.  Playboy.com also operates SpiceTV.com (http://www.SpiceTV.com),
 a site featuring premium adult entertainment under the Spice brand.
 
     This news release contains forward-looking statements as defined by the
 Private Securities Litigation Reform Act of 1995.  Forward-looking statements
 include statements concerning plans, objectives, goals, strategies, future
 events or performance, and underlying assumptions and other statements which
 are other than statements of historical facts.  These statements are subject
 to uncertainties and risks including, but not limited to, product and service
 demand and acceptance, changes in technology, economic conditions, the impact
 of competition and pricing, government regulation, and other risks defined in
 this document and in statements filed from time to time with the Securities
 and Exchange Commission.  All such forward-looking statements, whether written
 or oral, and whether made by or on behalf of the companies, are expressly
 qualified by the cautionary statements and any other cautionary statements
 which may accompany the forward-looking statements.  In addition, the
 companies disclaim any obligation to update any forward-looking statements to
 reflect events or circumstances after the date hereof.
 
 SOURCE  ACTV, Inc.