In 1990, the current CEO of Showtime, Matthew Blank was brought in to the company as president and chief operating officer of SNI. Tony Cox remained the CEO and chairman, though he left in 1995 during a restructuring of Showtime in which it became a subunit of Blockbuster Entertainment, a corporation Viacom had purchased recently. 
Partnerships with Other Companies
In 1989, Viacom sued Time Inc, the owner of HBO, alleging that Showtime had been kept out of the cable line up due to antitrust violations of the cable companies. A settlement was reached in 1992, that resulted in increased placement of SNI's offerings on Time's cable systems. In addition, SNI and HBO would work together on joint marketing campaigns. The first ad campaign with HBO launched in 1993. The companies spent unprecedented amounts of money on an effort to promote cable broadcasting using television, radio, and print ads.
Showtime has had several slogans since its start. Currently its slogan is TV. At Its Best. This slogan is part of Showtime's brand and identity along with its abbreviation, the capital SHO. Showtime is also known for the content of its shows. AdFreak says that "Showtime knows what you really want: porn, weed, and violent psychos."http://adweek.blogs.com/adfreak/showtime/ Its shows incorporate all these ideas as in Dexter, Californication, and Weeds, thus they are part of Showtime's brand.
Roles in Production/ Distribution/ Transmission
Scheduling and Promotional Techniques
Showtime does its scheduling based on who will be watching. Showtime tends to run its new episodes of shows at night, when most people are home from work. Friday nights are generally filled with reruns and late night movies, while Sunday nights are full of new episodes for Showtime's top shows. 
Showtime also works with other companies to promote their channel. For example, Showtime and iTunes are working together and offering a $25 iTunes gift card when a customer orders Showtime.
There is also a Showtime app for iPhones and iTouches which allows users to stay updated with Showtimes news and shows.
Signature Programming and Genre Trends
Showtime produces edgy original programming with the hopes of drawing critical acclaim and media hype. Showtime's major competitor in this business model is HBO, another cable network. In years past HBO has dominated the attention of fans and critics alike, but with the series finale of "The Sopranos" in 2007 Showtime took the opportunity to raise its reputation with the premiere of "Weeds." Since then, Showtime has produced many critically acclaimed shows and has a reputation for being a strong creative force in television. Ira Glass, host and executive producer of Showtime's documentary "This American Life," says that executives at Showtime were "explicit in saying where they are in their business plan is that they were trying to change the way people perceive them...and the most important thing is that people know this is happening."  Since Showtime airs ad-free, it does not have to aim for certain demographics in order to please advertisers. It does, however, air original programming with similar aspects in order to brand the channel. Many of the shows revolve around complicated women surrounded with controversial issues. These hot-button topics and high-profile actresses draw in audiences and then reveal the smart subtleties of the programming. Kevin Nealon, an actor on "Weeds," explains fans fascination with the plot conflicts in Showtime programs: "People like to watch train wrecks...[Weeds] deals with real people and real situations, as dysfunctional as they are." 
"Weeds" is a show about a suburban widow who starts dealing pot to support her family.
"Dexter" is about man who works as a bloodstain pattern analyst for the police department and is secretly a serial killer.
"Nurse Jackie" is a dark comedy about a nurse who is addicted to drugs. 
"The Big C" stars a protagonist afflicted with cancer and determined to live her life to the fullest.
"The United States of Tara" is about a woman with multiple-personality-disorder who has several alter egos. 
Showtime does not show advertisements on its network, but focuses on drawing critical acclaim and popular buzz to keep its original programming afloat. It has a variety of promotional strategies for the shows, such as marketing on the Kindle and iPad, as well as provocative billboards etc.
Specific Target Audiences
Showtime targets a number of different audiences. It offers a wide variety of shows that appeal to many different demographics, although it does not supply much in the way of children's programming. For example, a typical Friday lineup.
7:15AM- Nursery University
An amusingly eye-opening documentary about the rabidly competitive lengths that parents on the Upper East Side of Manhattan will go to in an effort to secure the "right" (meaning prestigious and expensive) preschool for their children.
This show is clearly aimed at parents and is early enough for the average worker to watch before work.
Later on in the day,
Inside The NFL: 04 10-11
SHOWTIME Sports brings you the Emmy Award winning pro football analysis series. Host James Brown and acclaimed analysts Cris Collinsworth, Phil Simms and Warren Sapp break down every game, every breaking news story and break through the clutter of football highlight programs - new episodes every Wednesday at 9 PM ET/PT during the NFL season.
Definitely aimed at football watchers, probably a wide range of ages, but definitely males. It’s prepping for the big NFL weekend, and maybe analyzing the Thursday night games. This is a show that might be turned on at work, or during lunch hours.
And to end the day,
Halloween II (2009)
It's nearly Halloween again and the terrorized Laurie Strode awaits the dreaded return of her murderous brother Michael in this sequel remake starring Scout Taylor-Compton, Malcolm McDowell and Taylor Mane.
This movie would appeal to an entirely different audience than the previous two shows. It is probably watched by a younger demographic, and lovers of horror, as opposed to football and reality TV.
Showtime is the mother channel that features original programming, as well as boxing and mixed martial arts.
Showtime 2 offers "catch-up marathons" of original series as well as sports and feature films.
Showcase features "the best of Showtime" with movies and special programming.
Showtime Extreme shows boxing, martial arts, action movies, thrillers, and gangster films.
ShoBeyond features sci-fi programming, fantasy, and horror movies.
ShoNext offers documentaries and musical programming.
Showomen shows women-celebratory pieces.
ShoFamilyZone has only viewing appropriate for the entire family.
Showtime HD is Showtime programming in high definition.
Showtime 2 HD
Showtime On Demand offers "Convenience, Control, and Freedom" in viewing experiences.
Showtime PPV is a pay-per-view sports channel.
The Movie Channel features indie and classic films.
The Movie Channel HD offers movies in high definition.
The Movie Channel Xtra shows movies and movie extras.
The Movie Channel On Demand shows movies at viewers' choice.
FLIX features "Cool Classics for the Movie Generation"
FLIX On Demand offers DVD-like watching experiences.
Smithsonian Network is partnered with the Smithsonian Institution and features historical, scientific, and cultural programming.
- Pope, Kyle. "For Showtime, Suburban Angst Is Fast Becoming a Ratings Delight." http://www.nytimes.com/2006/08/06/arts/television/06pope.html?_r=1. The New York Times, 6 August 2006. Web. 30 September 2010.
- • http://www.boston.com/ae/tv/articles/2007/06/10/can_showtime_fill_the_void/
- • http://econsultancy.com/us/blog/3930-showtime-bows-first-kindle-marketing-campaign