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Showtime has crossed the digital Rubicon, launching today as a stand-alone digital offering with a select group of distribution partners.

The service went live Tuesday morning on Apple, Roku, Hulu and PlayStation Vue platforms. The pricetag is $10.99 a month for on-demand access to new Showtime programs, including a live streaming option for its East and West Coast feeds, as well as an array of library titles.

The launch comes just a few days ahead of Sunday’s third season premieres of drama series “Ray Donovan” and “Masters of Sex.” The four distribution partners are touting a 30-day free trial to pique subscriber interest.

Showtime’s move into digital-only distribution follows HBO’s move with the stand-alone HBO Now launch in April.

There’s no word yet on when the streaming service will be available via traditional MVPDs. Among the larger cable operators, Cablevision was quick to embrace HBO Now as a marketing tool for its broadband offerings, and thus seems a logical candidate to get behind Showtime’s service.