OpenTV and Playboy Enterprises are launching interactive TV programs for the Playboy suite of TV networks.

As part of the multiyear deal, the San Francisco-based company and Playboy will develop and launch digital iTV software programs in which broadcasters, gamers, advertisers and fans of Playboy TV programming can participate. The interactive applications will be platform-agnostic and will run on any set-top box middleware or iTV technology.

"We look forward to building unique, reliable and stable technologies and applications that increase viewership and revenue," said Tim Evard, senior vice president, and GM, marketing and applications products, OpenTV, owned by Liberty Media.

Playboy has also collaborated with U.K.-based interactive gaming channel PlayJam--owned by Open TV--to create iTV games such as video strip poker, that feature celebrity centerfolds who were also on the Playboy Channel's "Twelve Babes of Christmas" holiday show.