Hugh Hefner has blamed poor scheduling for the cancellation of new TV drama The Playboy Club, insisting the show should have been aimed at "a more adult audience".
The NBC series, set in publishing boss Hefner's famous 1960s Chicago, Illinois hotspot, launched on American network NBC last month with just five million viewers.
Ratings for the Monday evening show, starring Eddie Cibrian and Amber Heard, continued to fall and it was axed by TV bosses on Tuesday.
Hefner is disappointed by the cancellation, as he's convinced more could have been done to make the series a success.
Taking to his Twitter.com page, he writes, "I'm sorry NBC's The Playboy Club didn't find it's (sic) audience. It should have been on cable, aimed at a more adult audience. Fans of The Playboy Club are really upset at the cancellation."
Actress Jenna Dewan-Tatum, who portrayed a Playboy Bunny on the show, also reached out to her online followers after news of the cancellation emerged, adding, "Thanks everyone for the sweet comments. I'm glad y'all loved the show and i'm proud of the work we did. Love love love. I am blown away by all of yalls (your) love for our show! Thank u so much. We're all sad too, will let you know where the other episodes end up."
The Playboy Club will run until 31 October.