Playboy is plotting more content partnerships, OTT prospects, and augmented and virtual reality projects after hiring former Lionsgate executive Julie Uhrman.
Uhrman will take on the newly created role of president of media for the publisher and oversee the company's media offerings across all verticals.
"Julie brings with her a wealth of experience in media and digital-focused businesses that will be integral to our efforts to meet the demands of our current subscriber base and expand the brand's presence on new platforms," said Playboy CEO Ben Kohn in a statement. "With her entrepreneurial mindset and broad experience across digital product, Julie will be a strong asset as we develop opportunities across Over-The-Top platforms, gaming, VR/AR, and digital products around the world."
Uhrman previously worked at Lionsgate as executive vice president and general manager of OTT ventures, overseeing streaming products including Tribeca Shortlist, Comic-Con HQ, Laugh Out Loud Network and Pantaya.
Uhrman has also served as head of platform business development for cross-platform reality tech firm Jaunt, and she founded OUYA, an Android-based game console.
"From its very earliest days, Playboy has been an organization that has stood for personal and social freedom," said Uhrman in a statement. "It's a brand that actually helped trigger shifts in social awareness and continues to push the envelope in ways that make its offerings more inclusive than ever. I'm thrilled to be joining the Playboy team to help tell this evolving story through all mediums around the world for current and future generations."
Playboy has been working to build up its lifestyle brand through licensing and partnerships, but the company’s media division—including its print magazine, websites and pay-per-view network—still generate about half of the company’s overall revenue.