Through this offer, running through December 31 in participating markets throughout the US, the whole family can get award-winning, quality entertainment through SHOWTIME and kids (or just the young at heart) can pick up something fun at their local Toys "R" Us.

While it is always a good time to shop, the holiday season has traditionally been a great time to target non-subscribers. Since 38% of total US households have kids, this offer, which combines toys and great entertainment, has the potential to yield tremendous results.

Viewers who sign on to SHOWTIME during the campaign period will get treated to exclusive box office premieres such as Captain Corelli's Mandolin, Legally Blonde and Lara Croft: Tomb Raider, as well as great original series and movies including films from the network's Original Pictures For All Ages franchise, which for four consecutive years has garnered more Daytime Emmy nominations than any other cable network.

In announcing the promotion, Geof Rochester, Senior Vice President, Marketing for Showtime Networks stated, "SHOWTIME is very excited about the Toys 'R' Us offer in this campaign. A $50 gift card is like getting four months of SHOWTIME for free. We believe that consumers across the country will be truly interested in this great value. Plus what kid, or adult for that matter, wouldn't be excited to go to a toy store with a gift card in hand?"

Creative for the campaign, which was specially designed by Showtime's in-house Red Group, allows the Toys "R" Us gift offer to be featured prominently throughout all tactics and will capitalize on a time period when consumers have holiday shopping top of mind.

The acquisition campaign will be supported via direct mail, Direct Response Television (DRTV) and radio spots. Additional tactics include ad slicks, bill stuffers and doorhangers. A Hispanic version of both the direct mail and DRTV have been created to capitalize on Hispanic Heritage Month which runs from September 15 - October 15. Consumers will also be alerted to the Toys "R" Us offer via the network's website located at SHO.com. Affiliate Customer Contact Personnel (CCP) in participating call centers will be included in the campaign with a national CCP incentive awarding hundreds of prizes as well as payment center and call center awareness and promotional tactics.

Showtime Networks Inc. (SNI), which is a wholly owned subsidiary of Viacom Inc., owns the premium television networks SHOWTIME, THE MOVIE CHANNEL and FLIX, as well as the multiplex channels SHOWTIME TOO, SHOWTIME SHOWCASE, SHOWTIME EXTREME, SHOWTIME BEYOND, SHOWTIME NEXT, SHOWTIME WOMEN, SHOWTIME FAMILYZONE and TMC xtra. SNI operates and manages the premium television network SUNDANCE CHANNEL, which is owned by SNI, Robert Redford and Universal Studios. SNI markets and distributes sports and entertainment events for exhibition to subscribers on a pay-per-view basis through SET (Showtime Event Television) Pay Per View. Additionally, the advertiser-supported television network SHOWTIME EXTREME is available in Spain through a joint venture with Media Park and the advertiser-supported television network SHOWTIME is available in Turkey through a joint venture with UK-based Zone Vision.