NewFronts 2016: Playboy Dresses Up With New Original Digital Content

Iconic brand focuses on young millennials
What The Food 2 - Wylie Dufresne.jpg

Playboy will look to go after young millennial men with the development of several new original digital series to stream on its website, the company said during its first NewFronts presentation Friday.

Touting its "safe for work" content, – which in 2014 removed nudity from the site  -- wants to reach upscale men with content that focuses on lifestyles, documentaries, food & spirits, scripted comedy and gaming.  Over the last two years the site has driven down its median age of users to 31 from 47, said Playboy executives.

“This is an exciting and complex brand transformation,” said Playboy Enterprises CEO Scott Flanders told advertisers and journalists attending the NewFront.  “Now, with the debut of our original video slate, we’re continuing to usher in a new era of Playboy.”

Among the series touted at the NewFront were Sprout, a scripted comedy that provides a satirical view of Los Angeles culture through the eyes of an overweight foul mouthed Hollywood type, What’s The Food?, which deconstructs and reconstructs celebrities’ favorite foods; Mecca, a documentary that explores the worlds most sought after destinations; and House Of Waris (pictured), starring actor Waris Ahluwaila as he hosts dinner parties with luminaries.

Other new scripted/unscripted series set to debut on the site in 2016-17 include:

The Life by Playboy: Get an inside look at the process of editing the iconic lifestyle section of Playboy magazine.

Tech 360: Famed tech blogger, Jon Rettinger of TechnoBuffalo, and model / pro-gamer, Amy Willerton, take audiences on a full-fledged tour of the most hallowed tech destinations. Tech 360 is Playboy’s first series shot in virtual reality.

Coaching Trees (Chef Edition): In this documentary series, Playboy delves into the interconnections between the most respected chefs. The first episode shows how lauded chef and restaurateur Thomas Keller has spawned a movement of perfectionist cooking from French cuisine to hamburgers and fried chicken.

Journalista: In the hosted documentary series Journalista, Playboy correspondent, 25-year-old Yoonj Kim takes audiences into the fascinating worlds of sex, drugs, and alternative lifestyles through experiential and immersive journalism.

Dinner Date with Furious Pete: YouTube star Peter Czerwinski, better known by his stage name Furious Pete, has built a following of more than four million viewers by showcasing both his inspiring fitness regimen, as well as his competitive eating ability. How can a guy with washboard abs eat 12 pizzas? The world isn’t fair. That’s how. In Dinner Date, Pete teaches guys how to cook impressive yet easy meals for their dates, and his female friends give him feedback on both his food and dating skills.

The Booze Room “All the News That’s Fit to Drink”: In this weekly comedy news show, comedian Josh Wolf (Chelsea Lately) and world renowned mixologist Alex Day (Death & Co.), discuss the news of the week. One part news, two parts comedy and one stiff drink.

Robots Are Hard: Set three years into the future, this scripted comedy series follows the brilliant engineers at an artificial intelligence (AI) robotics company. Their only problem is that their robots, who are all played by social media stars, have more personality than they can handle and there is no way to destroy them. Robots Are Hard is created by Aaron Shore (The Office) and Jonathon Magnum (Whose Line Is It Anyway?).

Strangeplay with Mr. Sark: Hosted by the Grand Poobah of gaming and YouTube sensation Mr. Sark, this series explores the world of gaming. Through hilarious skits, reenactments and game play commentary, viewers are taken on a journey of the latest in gaming with appearances by the biggest names in the industry.

Gamer Next Door: Brought to you by hardcore gamer and Playmate Pamela Horton, Gamer Next Door is what every gamer wants: a chance to catch up with influencers in the gaming community; a way to check out previews, learn limited edition details and dispel game rumors; and an opportunity to play some video games.