SAN FRANCISCO – from www.montrealgazette.com – A Southern California porn studio on Friday set out to put an iPhone spin on the classic Playboy playmate by launching a hunt for the first “Miss FaceTime.”

IP4Play promised $10,000 and “other assorted prizes” to the winner of an iP4Playmate contest that invites women to compete with scintillating submissions using iPhone’s FaceTime video chat feature.

“Mr. Hugh Hefner’s innovation of a centerfold in 1953 was certainly ahead of its time and we think, given the progress of technology, we can utilize the ingenuity of FaceTime to provide customers with our version,” said iP4Play co-founder Travis Falstad.

He referred to the yet-to-be-crowned Miss Facetime as “a beautiful woman you can not only enjoy visually but one that you can leverage technology to actually meet and speak with.”

IP4Play launched in 2010 with a stated mission to combine “the bleeding edge of technology” with live adult entertainment.

The ip4play.com service lets people, for a fee, video chat with models using FaceTime software that Apple built into iPhone 4 and iPod touch devices as well as the Cupertino, California company’s Macintosh computers.

It also lets computer users take part using Skype Internet telephony.