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Vivid Entertainment said it will soon launch adult video-on-demand programming and a linear porn network that will be available in at least 20 million U.S. pay-TV homes.

Challenging Playboy TV and New Frontier Media (Nasdaq: NOOF) in the adult programming sector, Vivid said it recruited former New Frontier president Ken Boenish to run its VividTV division as president. The company said it has deals with two cable or satellite providers that will put it in 20 million homes after it launches later this month, but it wouldn’t name the distributors.

Vivid, which focuses on distributing celebrity porn videos, including videos featuring Kim Kardashian and Paris Hilton, said it will offer its celebrity videos to cable and satellite subscribers.

Word that Boenish had left New Frontier after 14 years comes less than a month after the company announced that it had agreed to pursue a sale or merger by the end of a year part of a settlement it reached with investors that had fought to replace its board of directors.

“VividTV already has very valuable distribution deals in place and under the leadership of Ken Boenish we should make rapid and important advances as we move forward in this vibrant space,” Vivid co-chairman Bill Asher said in a statement.