CBS-owned cable movie channel Showtime Networks today revealed its plans to break into the video game industry. In a joint venture with game publisher Broadband Libraries, Showtime will launch "On Broadband," a private label game service for cable TV companies and DSL broadband providers.
Expected to launch during the second quarter of this year, the new game service will offer a collection of titles for download or to play online. Some games will be made available for free, others for purchase, and there will also be a subscription option. Furthermore, On Broadband will supply other game-related content including reviews and cheats.
Financial details were not provided, but the business is expected to generate revenue from broadband fees, subscriptions, the sale of games and advertising.
"While it might not seem like a natural, when you think about it, it makes a lot of sense for Showtime," Matthew Blank, chairman and chief executive of Showtime Networks told The Associated Press in an interview. "We are used to dealing with a premium customer. We have the marketing and promotional expertise to be in those businesses."
Interestingly, the On Broadband service will not bear the Showtime moniker. Instead, customers will see the brand of whatever local cable or DSL service they use that provides the service to them. "We believe (the service) should be in their name and be delivered to them and passed along to consumers as they like," noted Peter von Schlossberg of Broadband Libraries, who will serve as the service's general manager.
If this type of service sounds familiar, it should. Showtime certainly wouldn't be the first cable network to jump into the video game arena. Turner Broadcasting System launched the GameTap service back in 2005. Much like TBS, which specializes in amassing all sorts of classic movies among other content, in a short time Turner's GameTap service has already gathered more than 600 titles and has built up some solid brand equity among the video game community. Showtime will have its work cut out for itself if getting ahead of GameTap is indeed its goal.