In this era of entertainment convergence, Showtime Networks, a subsidiary of Viacom Inc., and Xbox, a division of Microsoft Corporation, have joined forces for a major summer marketing tie-in. The promotion, which kicks off in May and runs through the summer, will provide new SHOWTIME subscribers with free Xbox games and Xbox Live Starter Kits.

Research estimates that videogame systems have become a fixture in nearly half of all U.S. households. By bringing together three key players in the home entertainment industry: Showtime, Xbox, and cable/satellite affiliates, this promotion is designed to promote a complete entertainment proposition that extends from SHOWTIME and Xbox to digital cable, satellite TV, video on demand and high speed internet.

The promotion features two distinct offers, each valued at $100 or more to consumers who sign on to SHOWTIME during the promotional period from participating cable and satellite affiliates. One offer gives new SHOWTIME subscribers two free Xbox games. The other offer provides new SHOWTIME subscribers with one free Xbox game, plus an Xbox Live Starter Kit which includes a 12-month subscription that allows Xbox console owners to compete with gamers around the world via their high speed internet connection. The Starter Kit also includes a communicator headset for online voice communication, game downloads and exclusive gaming news.

Showtime Networks and its affiliates will support the Xbox promotion with a massive integrated campaign that includes cross-channel TV, direct mail, online and call center activity.

Both SHOWTIME and Xbox are redefining their respective categories by providing consumers with unique, high-quality and leading edge entertainment experiences.

According to Showtime Networks' Executive Vice President, Marketing & Creative Len Fogge, "On one level, this is about the marriage of two very hot brands that have both seen tremendous momentum over the past year. On a more strategic level, we love this promotion because we know that premium digital subscribers are 75% more likely than the average household to buy videogames. Further, the Xbox Live service is the perfect companion to a high speed internet connection as it empowers consumers to play online."

According to Bill Nielsen, Director of Marketing, US Xbox Sub, "We love how this campaign presents both of our brands on the cutting edge of the home entertainment experience. It's also a terrific opportunity for us to showcase four great games and our Xbox Live service."