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Showtime joins the 'standalone' service brigade

Cable cutters have won another ally, as Showtime makes its wares available as a stand-alone streaming service.

Another stalwart of pay TV has bent to the will of "cable cutters" and "cable-nevers."

Showtime announced today it will be available over the internet as a stand-alone streaming service. Combining at least one live channel and on-demand  content, the on-line service likewise called Showtime will  launch in early July with Apple as its first distribution partner (on iPhone, iPads, iPod touch and Apple TV) and with a free 30 day trial to lure in customers. The launch is timed to the new season of Showtime's hit series "Ray Donovan" and "Masters of Sex," premiering on Sunday July 12.

All  that follows the playbook  set by HBO with the recent launch of HBO Now, which was timed to the new season of "Game of Thrones." The streaming HBO instantly expanded beyond Apple-land to the Sling TV "over the top" service and will  soon be accessible through Android and Chromecast hardware, too. After its Apple exclusive launch period Showtime on-line will find its way  to "additional platforms and providers," announced CBS Corporation chief Leslie Moonves and Showtime chairman and ceo Matthew Blank.

Showtime will price itself cheaper after the free view period, charging $12.95 a month, versus $14.95 for HBO.   Showtime also offers a goodly share of recent film hits ("Boyhood" keeps popping up, along with  "Lee Daniels' The Butler," "Philomena," "St. Vincent," "The Imitation Game" and "Sin City: A Dame to Kill For.") Showtime apes  HBO with its "exclusive" "Showtime Championship Boxing."  And  funds  other popular original series  like "Homeland," "Penny Dreadful," "Shameless," "House of Lies," "Nurse Jackie," our new whacked comedy  fave"Happyish,"  plus the upcoming "Billions" and limited series return of "Twin Peaks" that has won reluctant participation from David Lynch.