Showtime won’t be a standalone brand any longer.

The cable network is now rebranding as Paramount+ with Showtime which brings the two brands together in the streaming world. Later this year, Showtime will combine with Paramount+ across linear and streaming services. Chris McCarthy will continue to lead the Showtime studio and oversee network operations for the linear channel. Tom Ryan will oversee the Paramount+ with Showtime streaming business. A town hall at the company is scheduled for February 23rd, where they’ll explain what the changes mean for the company.

The company will “divert investment away from areas that are underperforming” and that account for “less than 10% of their views”.

Paramount Boss Bob Bakish had this to say about the move.

Showtime has captivated audiences for decades with ambitious original series that defined premium content and fandom. Its name will always stand for critically acclaimed, groundbreaking entertainment and creative excellence. Now, with Showtime’s content integrated into our flagship streaming service, and select Paramount+ originals joining the linear offering, Paramount+ will become the definitive multiplatform brand in the streaming space — and the first of its kind to integrate streaming and linear content in this way.

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