MUMBAI: Private Media Group and adult entertainment firm Playboy TV International have signed a five-year agreement in Europe to form a new channel called Private Spice.

The two parties will merge their two adult pay TV channels, Private Gold and Spice Platinum in order to consolidating their market position in Europe.

Playboy TV International will operate, distribute and market the new channel. Private will provide content, brand and marketing support. Currently, there is little overlap between the two channels and subsequently the new channel will significantly increase the distribution in the region.

The new channel will offer flexible language tailoring and market localisation. Platforms will now be able to offer their viewers a unique channel developed and serviced by the world's leading adult television brands, while ensuring professional reliability and continuity.