The new channel will carry adult-oriented programme shot in high definition and 3D. It is expected to be broadcast before July 2011.
Marc Bell, CEO of FriendFinder Networks, said, "We started shooting in 3D this past summer, and have significantly invested to perfect 3D production quality."
He added, "Consumer excitement for 3D content is high, and Penthouse is te one studio that can rely on its broad expertise to deliver 3D in a manner unmatched by any other branded entertainment company."
The leading men's magazine already has a high definition channel called Penthouse HD which is available in more than 15 countries.