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WHEN Mark Graff, a longtime veteran of adult entertainment, founded Playgirl TV inhe wasn't necessarily interested in liberating women to enjoy the pleasures of erotic entertainment; he was more interested in exploiting them, as an underserved market.

Graff, who had created Spice Entertainment, a raunchier alternative to Playboy TV, had always believed that women were among Spice's loyal viewers, although the content, like most pornography, was made with men in mind. Graff says, sitting in his office the in the East 40's. It had to be a lot of housewives. Never mind that these days, the name Playgirl is most widely associated with a magazine of mild gay pornography; Mr. Graff thought the brand was familiar enough that he'd be able to sell cable distributors a video-on-demand service under that title.

In the meantime, he would revive its initial intent, providing sexually provocative material that women -- and perhaps some gay men -- would enjoy. If women were watching Spice, then he could only imagine how many more would be interested in a product tailored specifically for them. Especially if the format, too, was tailored specifically for them: video on demand, which is less public than buying videos in a store, less depressing than visiting an adult Web site.

He approached the publishers of Playgirl magazine about a licensing deal, and they agreed. And with good reason: there aren't a lot out there. Femme Productions, a company started in by the adult film actress and San Francisco-bred feminist Candida Royalle, has answered that question with movies featuring more plot and emotion than traditional pornography. Characters have been known to announce that they're in love midway through the story.

But though Femme has been a success, it has not put a dent in the mainstream pornography market. In any case, Mr. Graff, a bearish man in jeans, a gray suit jacket and black Adidas, would seem an unlikely successor to Royalle. A copy of ''My Secret Garden,'' Nancy Friday's collection of women's racy sexual fantasies, that he keeps in his thoroughly unremarkable office looks more than anything else like an unconvincing prop.

But his profit motive and her political motives are not so far apart as they once would have been. Today, though some feminists still decry Adult entertainment for women dehumanizing products of this male-dominated industry, others unabashedly declare their love of the stuff and call for the production of more material that women might enjoy.

After licensing the Playgirl name, Mr. Graff started raising funds from a collection of private investors. It took a year to get enough to start production. Graff started calling women off the Playgirl subscriber list to sound them out about the kind of videos they thought they wanted to watch. So you ask questions: What is it that Seeking an intelligent friend in trnava like?

Are you orally oriented? Do you want to see good-looking guys close up? Graff says. In fact, the pizza man is too much plot. Holland started working with writers in Los Angeles to conceptualize the company's films.

She used a lot of the phone survey results -- but not all. In fact, she believes that plot is the downfall of many supposedly couple-friendly films: the more plot, the more pressure on the actors to make it work. Holland, a tall, professionally dressed woman with long red hair who worked in documentary film before turning to editing, then directing, adult films to make money. These actors aren't Strasberg-trained -- they're Adult entertainment for women performers.

Rather than try to get Adult entertainment for women to do something they don't do with these elaborate scenes, we thought we'd just add a little more context instead. Holland, who says she's ''passionate about women's right to erotic imagery,'' has started using her real name, for the first time since she Adult entertainment for women working in adult film, on Adult entertainment for women Playgirl projects.

She oversees production and script, with Mr. Graff signing off on the basic plots and premises. Rather than add too much plot, Ms. Holland wanted to make the sex scenes more natural. I just want to shoot sex as I see it, as it Adult entertainment for women. Neither Ms. Holland nor Mr. Graff was happy with their early results, however.

And it's very hard to get them to do new things. Holland's opinion, too many ''gynecological shots'' to be Adult entertainment for women interest to women.

Graff and Ms. Holland began gathering their friends for informal focus groups and learned that they had been overlooking some very big concerns. Not why was she wearing shoes or not wearing shoes, but why is she wearing those shoes? Shoes were like -- a big deal. For Adult entertainment for women next round of films they produced, Mr. Holland passed over stylists who worked exclusively in adult Adult entertainment for women and instead hired an art director who also works in theater, a wardrobe person who also designs hats and handbags.

And they complained a lot about over-the-top jewelry, so we paid attention to that,'' Ms. Holland says. The results are ''closer to where we're going, if not there yet,'' she adds.

Like most pornographic movies, they feature pat scenarios: a woman alone with the man behind the counter in a diner after hours; a woman making moves on the guy at the grocery store.

But some differences are striking: the female actresses look a lot more like real people, with normal, natural bodies, than like porn stars. There are fewer close-ups Adult entertainment for women actual genital contact in one, there's almost none. To eliminate awkward, off-putting dialogue, the characters interact very little before they make physical contact. The attention to detail shows up in the short but manicured nails, the hand-stitched lingerie and the specificity of the wardrobe: for a scene set in a 50's diner, a vintage dress was brought in from a Los Angeles wardrobe shop.

Although Mr. Graff would not give specifics on budget, he says the cost of the average Playgirl film is higher than the cost of his old Spice productions. In mid-July, the Playgirl service made its debut. For now, those segments are either sexual scenarios or profiles of male stars, featured mostly naked and in the act of self-stimulation; Mr. Graff intends to add sex advice and shopping features in the future. He also struck a deal with two companies that distribute adult entertainment to hotel chains.

He says he's optimistic about signing deals with other major cable service providers within the year. Dennis McAlpine, the media and entertainment analyst for McAlpine Associates, Adult entertainment for women that women are an underserved market. My guess is the major players will wait and see how he does with Cablevision before signing on.

Graff will also be facing competition from the upstart producer Inpulse TV, another new video-on-demand service hoping to corner the market on erotic entertainment for women. Asked their reaction to the films, Emma Taylor and Lorelei Sharkey, sex Adult entertainment for women authors who publish under the name Em and Lo, responded right on cue. Sharkey started out, referring to the film shot in the diner.

And she had this cool outfit on, and cool undergarments -- and the kissing seemed to last a full five minutes, which is an eternity for porn. Taylor immediately commented on the brevity of the conversational build-up. Improving the sex is probably a much more attainable goal than trying to get the actors to turn in Oscar-winning performances. The filmmakers still say they have a few aesthetic choices to work out, including the display Adult entertainment for women male genitals.

In those initial phone surveys, Playgirl readers said they wanted to see Adult entertainment for women many as possible. But as Ms. Holland herself admits, the preferences of the female Playgirl reader may not represent the average American woman's tastes. It's sort of an expression of their Adult entertainment for women of sexual liberation. It's like those rowdy women you see at a male strip club -- it's Adult entertainment for women like they're acting out some male construct of what sexual desire is supposed to look like.

You have to balance what they really want with what they feel socially compelled to say. SHE adds a personal comment that's practically revolutionary for directors in her line of work, like hearing Quentin Tarantino say there's too much on-screen violence: ''As for me, I could probably not see male or female genitals at all. To me it's not a priority. Graff admits Adult entertainment for women early on they created the ''male body worship segments,'' the male model profiles, in the hopes of capturing a gay male audience, a relatively high-income, high-buying demographic.

It's really not for them. Graff says the most difficult thing has been finding a way to Adult entertainment for women up the sex scenes without getting quite so explicit as male-oriented pornography.

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