To that end, a launch campaign announcing the rebrand will air on Showtime channels to “drive awareness among viewers.” That awareness might be needed. Showtime originally launched back in 1976 and has been a staple of the premium cable landscape for decades. It has been home to hit shows such as “Dexter,” “Weeds,” and “Queer as Folk,” among many others. For those who are not entrenched in the ins and outs of the streaming landscape, this rebranding strategy runs the risk of being confusing to the average viewer.
The fact that Paramount+ With Showtime is the name of both the channel that used to just be Showtime and the company’s top-tier streaming offering is a bit confusing, given that they aren’t the same thing. Paramount+ also doesn’t have the same recognition in the streaming game as, say, Netflix or Disney+ either. It certainly doesn’t help that the company has already dealt with a major rebranding when CBS All Access became Paramount+ several years ago. The transition from traditional TV to streaming has not been easy.
In the short run, aside from the name change, it means that those who pay for Showtime will have access to more programming. In the long run, it’s kind of the first nail in the coffin for Showtime the cable channel as we knew it. Looking ahead, Showtime has a stacked lineup of shows including “The Woman in the Wall,” “Fellow Travelers,” “The Chi,” “The Curse,” “Yellowjackets” and “Your Honor.” Showtime originals premiering in 2024 include “A Gentleman in Moscow” and “The Department,” which is executive produced by George Clooney.