Christie Hefner explains how she chooses what companies she invites to co-brand with Playboy.

Hefner:    It’s a very good question.  Right now, we are selecting our partners.  We launched, for example, Playboy channel on YouTube.  We worked with Break.com.  So, we’re out there looking for the partners that we think make sense.  But I think that one of the most sort of profound influences of internet in our lives is it democratizes media, and instead of the traditional media one too many, you know, I’m the editor, you’re the readers, I’m the programmer, you’re the viewers.  By its nature, the internet allows everybody to be their own creator and their own editor, and we’re going to be allowing much more user-generated content on the site, marrying it with the content that our editors create.  And I think in turn, the ability of the content to be portable will be a mix of where the consumers take it as well as where we strike deals.