TV has become increasingly on-demand, to the point even HBO caved on a cord-cutting solution, and now Showtime has followed suit. The premium cable network has announced a July launch for its new online streaming subscription, and one cheaper than HBO’s option at that.

Per the network’s official announcement, Showtime’s aptly-named “Showtime” will debut in early July, sometime in advance of the July 12 premiere of Masters of Sex and Ray Donovan Season 3. Unfortunately only available under Apple’s iPhone, iPad, iPod touch and Apple TV at first, the new service will cost viewers $10.99 per month.

Says CBS boss and Showtime owner Les Moonves:

Going over-the-top means Showtime will be much more accessible to tens of millions of potential new subscribers. Across CBS, we are constantly finding new ways to monetize our programming by capitalizing on opportunities presented by technology. This works best when you have outstanding premium content – like we do at Showtime – and when you have a terrific partner like Apple – which continues to innovate and build upon its loyal customer base.

Another nail in the cable coffin, but will Showtime’s streaming service live up to its $10.99 per month price? Those who sign up through Apple in July can also try the new service for free for 30 days.

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