New Frontier Media To Wave TEN Banner

In an effort to exude a more cohesive branding message, New Frontier Media this week will place all of its adult pay-per-view and video-on-demand services under the TEN banner.

The company's five adult PPV services — The Erotic Network, Pleasure, Xtsy, Blue, Blox and Clips — as well as its On Demand VOD service will be rebranded with the TEN moniker.

The branding effort, which New Frontier Media president Ken Boenish said will cost the company some $750,000, will provide the network with greater brand identity within the PPV universe. The services reach combined reach 38 million PPV households and 85 percent of the approximate 6 million VOD subscribers.

"It was tough for us to create an identity for our viewers," Boenish said. "When a viewer was watching Clips, they weren't necessarily aware that it was from the same company that brings them Pleasure and TEN."

The effort comes on the heels of a difficult year for the company, which lost several million subscribers after DirecTV Inc. and EchoStar Communications dropped its Pleasure service.

Boenish added, though that the network made up for much of those losses with a 30 percent increase in cable subscribers.

Boenish will also look to push its broadband service to be delivered through cable's high-speed cable platforms. "For viewers watching our PPV or VOD services, it would be a natural transition for them to go to the Web site," he said. "We want to give the operators the opportunity to market our broadband service through their platform."

R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.