BARCELONA — Private Media Group, Inc. (Nasdaq: PRVT) a worldwide leader in premium-quality adult entertainment content today announced it has expanded its European distribution alliance with Beate Uhse AG (XETRA: USE), through its subsidiary Scala Agenturen BV, to collaborate in the home video market in the Benelux region.

With current distribution arrangements in place for DVDs in Scandinavia and
magazines in Germany, the collaboration expands with DVD distribution in the Benelux region (Belgium, the Netherlands and Luxembourg). Going forward it is expected that Private and Beate Uhse will explore additional opportunities in other territories.

Ilan Bunimovitz, CEO of Private said:”Private and Beate Uhse are the two
dominant adult brands in Europe, and this new collaboration provides consumers with optimal access to high quality adult entertainment with compelling new incentives and exciting promotions. Beate Uhse is one of the best run operations in the adult business and we are very pleased to have worked out a very cooperative relationship with them to strategically offer our content and develop effective new B2B and B2C opportunities in the Benelux region.”

Serge van der Hooft, COO of Beate Uhse commented: “We believe that the
strategic alliance of major industry players like Private and Beate Uhse is
the right approach for long term growth and success in what has become a
cluttered adult marketplace. By joining forces and sharing experiences and
know-how we will effectively offer the audience top of the range products with compelling new marketing and promotional campaigns.”

About Beate Uhse
The Beate Uhse Group has subsidiaries in 16 countries and operates in 60
markets. With an annual turnover of Euro 252 million (2008), the Group holds a leading position in the erotica business and distributes its products via its wholesale, mail order, and retail channels, as well as by the Internet. Beate Uhse has close to 260 shops in eleven European countries. Millions of customers in ten countries prefer to shop with Beate Uhse by ordering products from the mail order catalogue or via the Internet. The company website www.beate -uhse.com has become one of the world’s best-known addresses for home shopping and erotic entertainment. Beate Uhse’s extensive movie program is available across all new media platforms, such as IPTV, handhelds and VoD, and includes the international program available on the MovieOn streaming platform.

Proprietary adult movies are sold under the Daring! label, which is
synonymous with top-quality productions. The proprietary sex toy and wellness line, Mae B., the first of its kind to be certified by the German Technical Inspection Agency (TUV), is manufactured at the company’s factory in Hungary.

Beate Uhse has 1,300 employees and has been listed on the Frankfurt stock
exchange since 1999. Beate Uhse’s vision is to be the universal provider of
sex and erotica products for the entire world.