cialis for daily use is a clinically proven low-dose tablet you take every day, so you can be ready anytime the moment is right. tell your doctor about your medical condition and all medications and ask if you're healthy enough for sexual activity. don't take cialis if you take nitrates for chest pain, as this may cause an unsafe drop in blood pressure. don't drink alcohol in excess with cialis. side effects may include headache, upset stomach, delayed backache or muscle ache. to avoid long term injury seek immediate medical help for an erection lasting more than 4 hours. if you have any sudden decrease or loss in hearing or vision stop taking cialis and call your doctor right away. announcer: cialis for daily use or 36-hour cialis. ask your doctor if cialis is right for you, so when the moment is right, you can be ready. most people try to get rid of algae, and we're trying to grow it. the algae are very beautiful. they come in blue or red, golden, green. algae could be converted into biofuels... that we could someday run our cars on.

in using algae to form biofuels, we're not competing with the food supply. and they absorb co2, so they help solve the greenhouse problem, as well. we're making a big commitment to finding out... just how much algae can help to meet... the fuel demands of the world. >> people enjoy seeing sex. a lot. >> i wanted it. i wanted to be a sex symbol. i always have. >> hi certain responsibilities to uphold sxfshgs i did that. why pay for it? the first thing we need to do is combat piracy.

>> turned me on that people watched. >> he was acting out sexually even in spite of the consequences. >> pornography has been around since the time of the caveman. it's not going anywhere. welcome to the crosshairs of the world. new york city's times square. i'm melissa lee. not too long ago this was a very different place. instead of restaurants and chains, there were x-rated book and video stores. this was the epicenter of american porn. now that has changed and so has the $13 billion pornography industry, an industry in which ames to please but too many often ochd. it's an industry under assault. not just by it's critics who

fiend porn socially corroding. porn is fighting for profit. tonight an unprecedented look inside an industry under siege. inside porn, the business of pleasure. these are actors in an adult film. what's happening here in this berle hills home happens almost daily in southern california, the capital of the estimated $13 billion pornography industry in the united states. the nearly $100 billion global porn business. in fact, it's a business so big that every second $3,075 is being spent on it. more than 28,000 internet users are viewing it. 372 internet users are typing adult terms into search engines to find it. every 39 minutes a mu video,

including this one, is being produced in the united states. porn xwraef sells what many people want and want often. this is the co-chairman of vivid entertainment, one of the biggest players in adult entertainment. >> as our first movie was 25 years ago, it's really the same formula. beautiful girls who work exclusively for the company. movies that cater to couples and hot sex. those things haven't changed. >> narrator: what is changing is the business of porn. its profits are under assault. statist eks are tightly guarded, but by some timts dvd sales are down between 30% and 50% in the last year, pounded by a weak economy, piracy, and free or cheap porn on the internet. industry execs say this is the toughest time ever in the history of pornography. there are the usual challenges,

the crackdowns and the protesters, but technology is threatening the business model like never before. it is increasing access to pornography, and as porn infill traits minimumstream -- it's tab your away has made it so alluring and profitable is getting chipped away. the word pornography derooifz from the greeks, meaning drawing of porn. it exists across civilizations. the kama sutra. erotic paintings were considered scandalous. with the invention of the postcard in the late 1800s, what were considered lewd photos find they are way around the world. fast forward to the 1960s, and porn is just as controversial. brooklyn born entrepreneur brings penthouse making bleen to the united states in 1969. larry flint's hustler followed

in 1974. and now there's an adult film that crosses over. "deep throat" shot in six days on a budget of about $25,000. >> well, there it is. you little bugger. there it is. >> what? >> narrator: deep throat is one of the most profitable films adult or mainstream from the 1970s. still, porn was scarce, and the stigma was unavoidable. to see or buy porn, you had to go out in public to an adult theater, a triple x bookstore, or a peep show. today thanks to technology, the peep show comes to you, which sums up porn's profit potential and pits biggest problem. >> we see it on the internet for free. you see it on tv. you see it on dvd. people are more comfortable with adult films now than ever before. as a result of that, these girls

are really popular. >> narrator: whether viewers realize it or not, they see dozens of adult performers in mainstream movies and on tv, but in the newest generation of porn stars, there is an even bigger push beyond the triple-a line, an ambitious crossover attempt made possible by the proliferation of porn in society. >> 21-year-old sacha gray may be best known for this. born marina ann in sacramento, california, she shot her first sex scene in 2006. she started in dozens of porn, including baby-sitter and throat. she's also won half a dozen industry awards for categories including best new starlet and best three-way sex scene, and now she's the star of the girlfriend experience, directed by academy award winning director steven soderburg bringing a buzz to the role of a call girl named chelsea. >> i thought she had a quality

that was really unique. she didn't seem typical of the kind of performers that i had seen m adult industry. nirchlgt a quality that attracts the fans in droves. at the porn industry's biggest annual convention, the adult entertainment expo in las vegas, dozens of fans line up for an autograph or picture with her. ray is savvy about her brand. she keeps a spreadsheet of all appearances, movies, and ads, including this one she shot for a clothing company owned by bcbg. >> adult mainstream is so hard to split them up for me because i really -- honestly, i do look at it as one, and i don't try to put a clear defined line in between the two, and i really just -- i'm just trying to build my brand and make a name for myself. >> porn, though, is such a big part of your professional identity at this point of your career. can you play the girl next door? can you play the teenager who is going to have their first kiss or go to their first dance?

>> i don't think so, but i don't think it's because i can't. i think it's because the big budget producers, or what have you, they don't want to put somebody that's been in adult in a pg13 movie because that's not going on sell. >> there are barriers? >> eebls. sfoo disney is not going to be hiring you? >> exactly. >> for one former soap star and beauty queen, a detour into porn with a feature role in a movie has actually helped her mainstream career. because of porn's wider acceptance. kelly mccarty may be best mn for her role as beth lawless, the villainous in "passions." she is the all american girl, showing up in the town in liberal, kansas, becoming miss usa in 1988. all the while wanting to make a porn film. >> there are probably a lot of viewers out there who know you from your past roles in mainstream productions like "passions." you would say why would kelly do had? why would you go into adult film? >> i just wanted to mix it up,

and see what it would be like. doing an adult film for me wasn't really a big deal. i got a lot of comments, rg well, you went do the dark side. you're never going to go back. the reality is i'm already getting calls from tv shows that are mainstream, so it's just that it hasn't been done before, but, you know, things change. >> reporter: still, some things haven't changed. back on the manufacture set in berle hills, many people do not want their faces shown, afraid they'll lose work on mainstream productions or cause trouble for their family and communities where they live. robbie d is one of the most prolific producers many porn who also wants to remain anonymous. even though he has built his american dream on porn. >> i have two homes. i have met my soon to be wife. i have a 3-year-old daughter to die for. i send her to the most expensive school in the valley. >> reporter: how porn is enfiltrating society and how he does his job shooting versions

for cable, the internet, and cell phones. though this is putting porn into the hands of new consumers, it's also chipping away at porn's stigma, which may ultimately be bad for business. >> i think that stigma is what generates profits also. you know, it's something fetish and tab your. >> reporter: it's an industry caught between find and preserving that tab your. as it strains for survival. >> narrator: still ahead, from porn to prison. >> i got -- >> narrator: an exclusive interview with the man who turned hard core into hard time. plus, going home with a porn star. she really is the girl next door. we'll reveal her true identity. but, mechanics, it could be a hollywood blockbuster. the most expensive porn film ever made. was it worth the investment? and the problem that could bring an entire industry to its knees.

>> when you get something for free, you never want to pay for it. >> narrator: porn, business or pleasure will be right back.

this is the making of one of the biggest budget porn movies ever. an 80-foot pyrochip built on a hollywood sound stage. sword fight training for the actors.

elaborate sets and costumes. computer-generated fighting skeletons and killer monsters. and there's even a plot. >> my name is edward reynolds. >> to go along with the set. "pirates 2: revenge" breaks records when it's released in the fall of 2008. its budget, according to the studio, $10 million, about 500 times the average porn budget. and the cost of the dvd, $49.99, double the cost of the average adult film. from the looks of it, you'd never guess that it's the toughest period in the porn industry's history. it must be nice, though, when you were in production of the movie, and you thought, am i making the right kind of movie for this time? >> definitely. there is a little bit of a fear factor there, but we had to go with it. >> samantha lewis is the president of digital playground, which produced "pirates 2." lewis' bet that higher quality porn can break through the clutter of cheap or free

internet porn and get consumers to buy, at a time when dvd sales are sinking by as much as 50%. >> this is why people are going out of business. why -- if people can get it for free, why pay for it? >> in fact, big porn is in big trouble. porn has always been at the cutting edge of technology, helping vhs win the battle over beta and blu-ray over hd dvd. it's also been an early adopter of e-commerce, giving customers the anonymity they couldn't have when visiting xxx stores. but now technology has created porn's biggest challenges. challenges mainstream hollywood also faces. it's eliminated all barriers to entry. anyone willing to have sex on camera can be a porn star, and anyone who can post a video online can be a producer. and even worse for the business, technology has given birth to free porn. according to "wired" magazine's nick thompson, what's happening to porn is much like what happened to the music industry when napster hit the scene, fans downloading content for free.

>> both industries are facing the same threats. they've responded slightly differently, but we've seen the music industry transformed by people uploading music, by file shares, by people thinking that albums should only be available for free, and we're seeing similar things happening to the adult industry. >> what napster was to music, tube sites are to porn. like youtube, these sites allow people to post porn online. anything from amateur home video porn to potentially pirated movie clips. it's the gateway to the world of free porn, and no surprise, these sites are popular. in fact, of the top 100 websites in the u.s., five are porn tube sites. pornhub, uporn, redtube, tube8, and xvideos, all more heavily trafficked than the washingtonpost.com, dating service match.com, and bank of america's online banking site. there's even a search engine, tubeaholic, which connects fans with the site of their desires, searchable by fetish, porn star, or sexual orientation, to name a few. tube site operators we contacted declined to comment and porn studio bosses say many sites take pirated content down once a cease and desist letter has been sent.

>> 131 clips. >> that i've found. clips that are labeled under the girl's name. >> the damage has already been done. it's already been up there. so now we have to spend money policing the internet. >> and if porn's not free, it's available on the cheap and by the minute. from sites such as adult entertainment broadcast network and hotmovies.com. the cost, about 10 cents per minute, even cheaper than the per-minute cost of your average 99 cents itunes download. with profits under attack, studios are on the offensive, changing the way they sell their content to wring profit out of every scene they shoot. >> someone's soft cable version might be different of a cable version they want in europe. australia, you can't have any violence, including a sword fight, along with sex following.

>> okay, hold on. you can't have a sword fight in a movie about pirates? >> right. it was very difficult. we had to really do some maneuvering and make sure that the sex was not too close to that sword fight. >> there are even releases that strip out the sex. originally a 129-minute x-rated film, "pirates 2" was cut down to an 82-minute r-rated feature for sale at blockbuster in borders bookstores. and in japan, it's a g-rated family affair. in all, more than a dozen different versions of "pirates 2" had been released, but lewis won't say how big the payoff is. >> quiet, please. >> quiet! >> the pressure is also on smaller budgeted adult films, which are usually light on plots. heavy on the sex, and no thrills when it comes to the sex. >> most adult films are actually shot in locations like this one. a home in beverly hills rented for just under $3,000 a day.

the movie being produced today is called "is he there" a two-hour feature that will be shot in just two days. the story line is straightforward. an insurance salesman is looking for a woman's husband who is conveniently not home. an average porn in every way, including how it will be sold. on dvd, mobile, video on demand and the internet. >> that's a good one, man. >> the new ways of delivering porn show some promise. mobile porn sales, for instance, are projected to more than double to $5 billion globally by 2013. but combined today, they don't offset the decline in dvd sales. >> we're playing defects. we're saying, okay, let's hold our own. let's continue to look forward to the future. we're continuing to invest in movies. we're continuing to invest in our different businesses,

internet business. and then, you know, as things get better, so will our business. >> others are banking on a new model. frendfindernetwork of networking sites like friend finder makes 93% of its revenue on the internet. friendfinder will go public in march 2009 in what would be the biggest ipo in the adult industry. and next gen technologies could also breathe life into bottom line, like internet protocol tv or ip-tv. >> free adult industry ip-tv is indeed a match made in heaven. you buy a little box, connect via wi-fi your internet connection, and then suddenly you have thousands of porn videos you can watch on demand. >> fyre tv, the hottest box you'll ever experience. >> companies like fyre tv giving away the ip-tv boxes with a purchase of a $9.95 a month subscription, but the technology is in its early stages.

according to the broadband forum, in north america, ip-tv subscribers more than doubled in 2008 to 3.8 million. just 6% of total basic cable subscribers. there are even next gen sex toys that could help drive the purchase of content. the real touch is designed to let men feel what the porn stars feel, mimicking movements, temperature, and even lubrication. but until these new technologies catch on and help drive profits, not all studios will survive. >> we need to be sure that our model works. and maybe that means that ultimately we give our movies away and we're advertiser supported. look, pornography has been around since the time of the caveman. it's not going anywhere. coming up, meet the new boss. very different from the old boss.

>> hi, diana, it's joy. >> how female bosses have a leg up on their competition. >> female audience is the largest growing demographic, by far. and later -- >> are you a big man? >> we'll let you go home with a porn star. no, not to las vegas, but to the heart of the bible belt. up close and real personal with jesse jane and the place she calls home. but next, is this the dirtiest man in america? he takes porn to the max, and now he calls prison home. we'll show you why. >> we've made hard core into hard-to-believe core. >> "porn: business of pleasure" will be right back.

i've got a message to america and the message is [ muted ]. >> paul little may be the

dirtiest man in america. and he's going to prison for it. >> but i'll be back, jack. >> little, better known as max hardcore, is the poster boy of xxx porn to the extreme. his claim to fame, films featuring himself engaging in unusual sexual fetishes, all with young female co-stars, often dressed to look like teenagers. he's made dozens of films, including "golden guzzlers 7," "fists of fury 4," and "pure max 19." >> do you mind if we take some pictures of you? >> when we meet little in las vegas, the renegade pornographer is just 20 days away from reporting to a federal prison in los angeles to start a 46-month sentence. a federal court in florida convicting him on june 5th, 2008, of ten counts of selling obscene materials on the internet and ten counts of shipping it through the mail. he and his company fined almost $80,000. >> it's terrible, man.

>> they got to have bad guys, somebody to make them feel better about their miserable lives. >> little's conviction is a victory for anti-porn crusaders and for law enforcement officials. it's a symbolic stake in the ground in the fight to keep porn within limits. but for the $13 billion pornography industry, it's a warning, and for defenders of the first amendment, it's troubling. >> excellent. great. >> this is little's only interview before reporting to prison. aren't there plenty of things out there that there would be an audience for, but society says not for us? >> well, society has spoken. and they've demanded it. >> by buying your videos? >> right. there's more people buying my videos than there are people protesting my videos. >> the heart of the case, five dvds. a u.s. postal inspector in tampa, florida, places an order on the max hardcore website and

has the merchandise delivered to a p.o. box in tampa. authorities shut down the max world website and little, who told the court his net worth once stood at $1.4 million, says his business is gone. at trial the jury found the videos obscene, using standards set in the landmark 1973 supreme court case miller versus california. obscene material appeals to prurient interests, as determined by the local community, patently offensive, and lacks serious literary, scientific, political, or artistic value. in general, pornographers try to avoid certain sexual acts enumerated on what's known as the cambria list, drafted by porn industry attorney paul cambria. but little's brand of porn showcased much of what is on that list. >> we've made hardcore into hard to believe core. >> you pushed the envelope.

>> yeah, i pretty much tore up the envelope. >> while there are federal and state laws that prohibit the distribution of obscene materials, they are rarely enforced. but if they were, according to some legal experts, studios that sell porn, cable and satellite tv companies that put porn on their systems, and hotels that offer porn on pay per view, they would all be offenders. just like max hardcore. pat trueman is former director of child pornography and obscenity at the department of justice. do you think that most producers of pornography are doing something illegal? >> i don't think there's any question that they are. your major pornographers are. they know very well that if they send their materials throughout 50 states in this union, they're going to be violating the law many times a day. or if they run an internet site selling hardcore pornography, they're violating the law. >> americans, at least when told, say they do want to keep porn in check. 82% of adults in favor of vigorous enforcement of federal laws against internet obscenity, including the distribution of

hard-core porn. the department of justice declines to comment on whether porn is a priority and the numbers may indicate it's not. even with the proliferation of porn, between 2001 and april of 2009, only 13 defendants await trial on obscenity charges. just 58 have been convicted. >> what i would say to any town in america, you don't have to accept that porn shop in your community. you don't have to accept that your cable company is offering hard-core pornography. you don't have to accept that that hotel that you like to stay in is selling hard-core pornography. >> and big porn is getting pushback. cities from new york to albuquerque using zoning laws to force porn shops to relocate or shutter. conservative and religious groups decry porn, saying it corrodes society, endangers children, degrades women, and causes increased violence against them. and their campaigns have had some impact. in 2003 president george bush declared the week of october 26th protection from pornography week. and some hotel chains, including omnihotels and the uk's

travelodge have removed porn flicks from in-room entertainment. still, porn's profits are too alluring. >> statistics say that somewhere around 5% to 10% of the profits of hotel chains come from adult videos on demand. that means there's tons and tons and tons of people buying it. and they're buying it because it's easy, it's convenient, it's anonymous. it does all the things they want when they get their adult content. >> the american hotel and lodging association issued this statement, saying hotels provide an array of services, based on market demand and that many hotels allow patrons to block out adult entertainment. the national cable and telecommunications association, which represents companies including comcast and time warner, declined to comment. it's all about choice, according to defenders of porn, and a matter of constitutional right. >> the center of a controversy. >> harold price fahringer has been on the front lines of the porn industry's fight for decades.

he represented larry flynt, publisher of "hustler" in the 1970s, who fought several prominent first amendment cases. he was with flynt during the 1978 assassination attempt that made flynt a paraplegic. >> the bullet apparently came out the other side. >> have you seen max hardcore material? >> i haven't, but i've read enough about it to get a fairly good indication of what it's like and i find it utterly, grossly distasteful. you know, it's repulsive, it's revolting. but the problem is that once you start drawing a line, once you say that can't be seen by those who derive some kind of satisfaction from it, you're starting down that road that is censorship. >> do you consider yourself to be a champion of the porn industry? >> no, i don't. i'm a champion of the first amendment. i'm a champion of everybody having the right to read whatever they want. to make the choice, that's what's important. and we can't interfere with that in a free society.

>> but porn opponents say that choice can be dangerous. >> because it's my choice. >> michael leahy says he's experienced that damage firsthand. he is a self-diagnosed porn addict, and author of the book "porn nation," who tours college campuses around the world, warning of porn's danger. >> i had a 30-year relationship with pornography. the last five years of that, i was fully addicted to the material. >> meaning what? >> meaning, based on the definition of addiction, my life was out of control. my life became unmanageable. >> leahy feeds his addiction without spending a dime, tapping into free internet porn, looking for a stronger sexual buzz, he says he had an affair, which led to his divorce and his relationship with his two sons, destroyed. >> the things that are put in front of us now that were

sexually arousing ten years ago hardly get an increase in pulse in most people today. so how far do we continue to move that bar? >> paul little moves that bar as far as he can, because, he says, there's an audience willing to pay for it and because it is his right. >> i want to contribute. i want to make a difference. if it turns out in the end that i do, and have had a positive effect on this country and freedom of speech and civil rights, then that will be my greatest single accomplishment. >> on his last day of freedom, little entertains friends at his l.a. home, along with his girlfriend and co-star. playing his electric guitar and racing his sports car. later that day, little reports to the metropolitan detention center in downtown los angeles to start his 46-month sentence, looking forward to the day he can make more movies. after all, in porn, serving time for obscenity charges is a selling point. up next, the most powerful players in porn.

women on top. and later, from serving hot wings at hooters to -- >> what? they're all so sweet. >> you'll meet the real jesse jane.

this is what most people think of when they think of women in porn. but these days, women aren't just in front of the camera. they're behind the scenes at all levels, running studios, directing film, and starting the next generation of adult companies. changing the face and the products of what used to be a business run by men for men. >> it's joy.

>> joy king is the vice president of special projects at wicked pictures. she started in porn 24 years ago. wasn't the porn boss, isn't the stereotype that he's some guy smoking a cigar with the gold chain and the hairy chest and he's got the shirt halfway open? >> right. well, i think that was a whole different time and i think that back then, especially, you had some real powerful men running the business. and there were guys like that. i'm not going to sit here and pretend like that didn't exist. >> by the late 1980s, the video cassette dramatically changes porn's business model. porn could be enjoyed at home now by couples. and then the rise of the dvd and internet in the 1990s expanded porn's audience even more. and around this time, women started entering the business. danni ash launches danni's hard drive in 1995, a trailblazing subscription fee website that featured exclusive content. the business was sold to

penthouse media group for $3 million in 2006. samantha lewis, now the president of digital playground, produces her first film "rocky road's wet dreams," in 1993. joy king, then a single mother, who worked for a company that distributed g-rated kids' movies, switches to porn for the promise of higher pay. there are no official statistics on the number of women in pornography, but according to industry insiders, the ranks are growing and that's good for business. are there changes to movies that you've made that you think are grounded in the fact that you're a woman and you think you know the audience better? >> yes. without a doubt. without a doubt. some of the scenes, regardless of who wants a rough scene, the girl can say choke me out and the guy will do it. i won't put it in my movie. i'll make them edit it out. because i don't think couples watching it want to see her get choked. >> what do you put in your movies to cater towards women? >> i try and -- what i tell my

directors is, i want a stronger female lead. i don't want it all to be about the guy. >> is that a change? >> oh, yeah. >> that sounds like a change. >> oh, yeah. how about a female lead, guys. remember, it should be focused on the woman, not just the man. that's definitely a change we've seen in the last several years. women want to see a woman have an orgasm too, not just the guy. you know, it's like how many movies do you see that the woman doesn't ever have an orgasm? it's just blah, blah, blah, until the end and that's him. >> has that helped sales? >> yeah. female audience is the largest growing demographic by far. >> and the newest generation of women in porn are at the forefront of the rapidly changing industry, like 29-year-old allison vivas. >> we think of ourselves first as a technology company over an adult entertainment company. >> vivas is the president of pink visual, which launches in early 2000 with a focus on the

internet. its sites charge $40 a month for content that can be watched online. it was one of the first companies to focus on content for mobile devices like the iphone and it's focused on the next generation technology like 3d porn. >> we've always been profitable. we continue to be profitable. we're a private company, never done loans or -- always been liquid. so we watch our budgets, we don't spend more than we actually have. >> then there's joanna angel, who starts her company, burning angels, out of her rutgers university dorm room in 2002 with $500 and a few naked pictures of herself on the internet. >> we just launched seven more websites, so now instead of pay $14 and join burning angel, it's pay $20 and join the burning angel network. >> now burning angel is known for alternative or alt porn, girls with tattoos, piercings, and punk hair, and angel has starred in dozens of adult films herself. but even with more women on top, criticism of the industry hasn't abated. >> two, four, six, eight, pornography is --

>> porn has always been a magnet for controversy. this 1979 protest in new york city attracting 5,000 women was organized by feminist group, women against pornography. but porn's critics also include the religious, politically conservative, and family value activists, who don't equate women's growing power in the industry as proof that porn is a legitimate career for women. there are lots of critics, obviously, of the porn industry. and specifically, women in pornography. they think that pornography is degrading to women, that it promotes violence against women. you're a woman in the industry. how do you respond to these critics? >> it definitely objectifies women. okay, there's no doubt. but so do beer commercials. and, you know, open "sports illustrated," a swimsuit edition. what is that doing? it's not doing anything different. and just like those women are in charge of their careers and can

choose to model and use their beauty and their looks to pay the bills, so can the women in this industry. >> but as much as porn is now a career for many women, it's still hard for outsiders to accept. >> i recently went away and one of my family members was like, what are you going to do when you can't do that anymore? i'm like, i'm always going to do it. or what are you going to do when you grow up, kind of thing? i'm like, i am a grown-up. i'm doing something. >> for king, it was tough raising her son and having to answer questions about her job asked by parents or the school principal. and just as in other mainstream businesses, women in porn are still fighting for equal treatment. do you think the stigma is worse for a woman in the business versus a man in the business? >> absolutely. >> even at the executive level? >> absolutely. there's definitely a double standard, for sure. within the business. >> why would a nice woman like you be in the porn business? >> because i like it.

up next, porn superstar jesse jane bares all. >> you want when people look at you to think of you as sex. >> when "porn: business of pleasure" continues.

how you could start saving. this is jesse jane inc. >> it's the way you pay your bills and there's a lot more that goes into it than just having sex on films.

like everybody thinks. >> having sex on films is what jesse jane is best known for. she starred in "island fever 4," "jesse jane heat," and the mega budget porn flick, "pirates 2." but success on film isn't enough. jane wants to be a sex symbol, with all the movies, with all the movies, appearances, and product lines that will extend her career beyond pornography. much like what janet jamison did. the former porn star developed a profitable website, strip clubs, merchandise, and a production company. club jenna was eventually sold to "playboy" in 2006 for an undisclosed sum. so for many porn stars today, building a business empire, and with it, financial security, is the holy grail, one that may be even harder to achieve now with an industry in decline and with all the free porn peeling away paying customers and potential fans. so you want to be a brand? >> i want to be a brand. exactly. >> so, what is part of a jesse jane brand? because there are a lot of

beautiful girls out there, a lot of them have blond hair, just like you. they've got big breasts. >> yeah! >> what differentiates you from the rest? >> i think that i'm more personable. i love meeting my fans. i know that my fans make me who i am and i interact with them. >> which is why jane is mobbed at events like this. the adult entertainment expo in las vegas. do you ever say no to a fan when they ask you for your picture or your autograph? >> oh, no. you know what, only if i was in the middle of something else would i ever say no. >> but jane seems comfortable in the spotlight and on the red carpet. at the avn awards which some call the oscars of porn, jane wins best all-girl sex scene for this nine-minute scene in "pirates 2." jane may rack up the accolades for the five to six movies she makes a year, but it's her

off-camera work that is the most lucrative. >> i make a lot more of my money off the -- not on the contract, off set, off camera. >> at store signings, hosting parties, and dancing at clubs like this one in san diego. how much could one make dancing at a club, or how much could one make hosting a party? >> if you're smart about it, you can make thousands and thousands and thousands of dollars. i don't dance a lot, and i pick seven or eight places a year to go. and the more exclusive you are, the even more money you make, because you're not doing it, and people want you at their club because it is exclusive. >> jane declines to tell us how much she makes, but industry insiders say top stars can earn up to $2,000 per movie scene and as much as $30,000 a month. and meeting fans isn't enough. these days, porn stars are available 24/7 on the internet.

there's her official website, jessejane.com, twitters, two yahoo! groups, a facebook page, a myspace page. and when we visit her at home in oklahoma city, she's hosting her first live web chat. >> yes, i am from texas. >> the goal to increase revenues to jesse jane inc. by charging users by the minute, as much as $10 a minute in some premium adult chat rooms. eventually, jane wants to host live shows and private sessions from her own pc, which could bring in even higher fees. >> a pink thong, huh? >> this may seem like an unlikely home for jesse jane. it is, after all, illegal to sell or distribute pornography in this state, which recently approved the installation of a ten commandments monument here on capital ground. but despite its conservative values, oklahoma is among the top ten porn-watching states in the country. here with its rolling plains, cattle farms, and small-town feel, jane lives what seems like an ordinary life. so you're a real midwest kind of girl?

>> i am. i'm country. i have a john deere tractor. i have go karts and all the hick stuff. i have it. >> but is it ever strange to live in a community that basically frowns upon what you do? i mean, you can't even buy your movies here. >> you know, i thought it might be a little weird at first, but it's not, because this place, everybody's so nice and they don't judge you. >> and in oklahoma city, her porn alter ego takes a back seat. she is a wife of a former porn star, a mother to a 9-year-old son, who doesn't exactly know what his mom does for a living. >> hi, how are you? >> she's a frequent shopper at this local boutique and a regular at the neighborhood yogurt shop. so what is your real name? >> cindy taylor. >> do people know you around here as cindy taylor? >> yeah. a lot of them know me as jesse. and a lot of people don't. but all of the football moms and baseball moms call me cindy. >> this is no typical path to

porn stardom. jane starts as a model, a hooters girl, and even enters hawaiian tropics beauty contest. then the single mom from oklahoma who once wanted to be a tv weather girl, decides to write a letter to a porn studio because she wants to be in movies. take me back to the day you approached digital playground. what did you tell them? i want to be a sex symbol? >> that's exactly what i told them. i had to tell them, i know i can do the job. give me a chance. and i convinced them. it's been the best six years of my life. >> but jane knows the years left in her career are numbered, with the pressure to look good, even more intent now that porn is shot in high definition. so the payoff of building the jesse jane brand, life beyond sex on camera, through a new sex toy line, and in the future, with a clothing line and a book. >> you always have to have a backup plan, because the truth is, you can't do this business forever. >> one porn star building her future, one autograph, web chat, movie and dance at a time.

>> give it up for jesse jane. >> as long as people are interested in sex, there will be an appetite for porn, but the industry struggles with some big questions. how much will consumers be willing to pay for it and how will they get it? the answers to those questions hold the key to survival for porn, the business of pleasure. thank you for watching. i'm melissa lee.