Showtime, HBO Broaden Scope as Parent Companies Aim to Grow Their Audiences

For years, the halo around premium cablers such as HBO and Showtime has been integral to their branding. Their parent companies in a past life — Time Warner and CBS, respectively — seemed to be content with the tens of millions of subscribers each had accumulated. But now, shepherded by new corporate owners — AT&T’s [...]They put their homes up as collateral to finance the business in its infancy more than 15 years ago.

As certain brands have learned the hard way — via things like $150 million lawsuits — licensing music in the world of fitness marketing is a very specific process. Orangetheory Fitness, a company that hosts high-impact workouts in over 1,300 studio locations around the world, has been proactively spending the past two years on a [...]“Dau.

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