Then Top TV makes its second submission for the right to broadcast pornography there will be no bells and whistles on its presentation.
The Independent Communications Authority of SA is to hold public hearings next week on the pay-TV operator's application for a licence to broadcast three 24-hour porn channels.
Top TV CEO Eddie Mbalo said: "We think the fact that we didn't make any representation [last time] gave Icasa good enough reason not to approve our application."
Top TV boycotted Icasa's public hearing in January last year and so did not face the regulator or the public. That did not stop Icasa from giving a damning assessment of the application.
A statement issued then read: "On the issue of balancing the rights of women to equality and human dignity with the right to freedom of expression, Icasa is of the view that the right of women to equality and human dignity overrides Top TV's right to freedom of expression, as well as the rights of viewers to receive pornography on television in the home.
"Icasa holds this view because it regards the consumption of pornography as one contributing factor to the normalisation of violence against women in South Africa."
Icasa spokesman Paseka Maleka said yesterday: "[We are] required to treat every application in a very serious light.
"Whether or not the application is viable, or was refused before, all processes must be followed before any decision can be made, including, if any, subjecting an application to public consultation to assist Icasa in making an informed decision."
The application, which has polarised many, would be "treated like any other", he said.
Mbalo and Top TV are sticking to their guns - arguing on the grounds of freedom of expression and that "the constitution of the republic guarantees South Africans the right to choose".
Last year, Top TV said its porn channels would be difficult to access.
Subscribers would need to "provide adequate proof that they are older than 18", "agree to sign up to the additional channels" and "pay a separate monthly subscription fee of R199 for the adult content that will enable subscribers to view only the adult content".
A TimesLive snap poll yesterday revealed a 50-50 split on those for and those against porn on TV.
Some readers' social media responses:
Johan du Toit@JohanPberg: "There is enough rape and fornication going on! Why on TV? Rather put educational stuff like National Geographic and Animal Planet on! Geez!"
Rich Field@PollinateComms: "Porn as a pay-per-view or verified subscription service is fine. [Let's] all be a bit grown up about this ..."
Sihle Ngobese@SihleDeLa- Kubusa: "South Africans should enjoy their #freedoms & exercise their #liberty if they want to watch porn on THEIR TV. I say well done TopTV!"
Jeff Rasikhanya: "Let TopTV go ahead with [the] porn channel. It's similar to Adult World [being] in every town. Consumers will use their hard-earned cash to pay for it. We preach about diversity and I believe this is one test [of] that value."
Louwrens Nieuwoudt: "Good idea, now they can hide subliminal education shorts in the porn."