InPulse TV, already suffering delays to its expected first quarter launch, has now lost two of its four co-founders, CEO Sandra Staggs and President Anne Aaronson, who intend to create their own rival channel called 2 Hearts TV.
In a statement released Sunday, Staggs said that the new channel will feature shows that resemble a racier version of shows and movies like "Nip/Tuck," "Sex and the City," "Basic Instinct," "Unfaithful," "Wild Orchid" and "Red Shoe Diaries," without being characterized as an adult network.
“We intend to partner with mainstream writers and producers who have an interest in forging new trails that include strong, engaging story lines, evolving, true-to-life characters the viewer cares about and uninhibited, romantic sex,” said Staggs, adding that the new channel will move in a direction that they were unable to achieve with InPulse.
The news met with confusion at InPulse on Sunday, as the company stated that Staggs and Aaronson intended to leave and return to their reality-TV writing and animation business.
Although the launch date from InPulse was pushed back to the second quarter and an official date for 2 Hearts’ premier haven’t been announced, the two channels will be competing with the newly-unveiled Playgirl TV, which launched in the New York area during July.
The emerging market of female-targeted adult-oriented programming is a largely unknown area, according to Playgirl TV creator Mark Graff.
“Porn for women,” said Graff in an interview with the New York Times. “It’s a blank page."
"Women want to see more story lines. They want to see less close-ups of genitalia. They want more fooling around," said Lee Migliara, spokeswoman for Playgirl TV. "They also want to see better clothes."
According to Migliara, providing content through a video-on-demand service will appeal more to female viewers.
"Most women just don't want to go into a porn store," said Migliara. "This way, women can access it privately from home."
However, the market for the new channels may be dicey, said Dennis McAlpine, a media and entertainment analyst with McAlpine Associates.
“It’s hard to sell the cable service providers on more adult entertainment,” said McAlpine. “It’s too controversial. My guess is the major players will wait and see how [Playboy TV does] before signing on.”