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However regulation of adult TV channels has not been devolved to the Advertising Standards Authority. In the US, Playboy TV started Night Calls, a phone-in show where viewers could 'direct' the presenters (all female porn stars) in sexual acts on the air.
However, this was not quite the same format as the one currently used in Europe, where the focus is more on the phone calls, and profit made from them.
) is a style of pornographic television programming that has developed in Europe since 2001.
Broadcast live from a studio, the shows usually feature female presenters advertising a phone sex line at a premium rate, through which callers can also see the woman they are talking to on the screen.
Viewers can rarely hear the phone conversations, although some programmes have presenters talking, unscripted, to the camera, and responding to viewers' text messages and camera phone photos.
These mainly aim for profits, at the expense of production values, which are rarely high.
The presenters of shows are often glamour models, fetish models or porn stars, and have included Lexi Lowe, Lolly Badcock, Cathy Barry, Michelle Moist, Bexsi CW, Dani Thompson, Alice Goodwin, Paige Green, Lucy Summers, Letesha Collins, Sammi-Jo Wilson, Darcy Palmer, Ashley Emma, Tori Lee and Sophia Knight.