Playgirl TV

Mark Graff thinking to develop an on demand cable channel featuring erotic movies aimed at women, licensed Playgirl magazine's name, hired Kelly Holland as his director and began researching "what women want."

Mr. Graff and Ms. Holland began gathering their friends for informal focus groups and learned that they had been overlooking some very big concerns. "It turned out art direction was incredibly important," Mr. Graff says. "From the headboards to shoes to his haircut, her haircut, everything that was in the room was being closely examined — whether or not her nails were done, whether or not the bedspread was pretty. `Why is she wearing those shoes?' was a big thing. Not why was she wearing shoes or not wearing shoes, but why is she wearing those shoes? Shoes were like — a big deal."

Susan Dominus, What Women Want to Watch