Showtime Networks has developed the Showtime Marketing Application – which incorporates long-form marketing video, remote ordering, and free, full-length episodes of Showtime programming in an easy-to-use interface.

The application will be demonstrated at The Cable Show 2009, being held April 1-3 in Washington, D.C.

"Working closely with our operator partners, we're empowering customers to sample and order Showtime right on the TV," said Robert Hayes, senior vice president and general manager of Showtime Digital. "This self-service approach is a win-win for everyone involved. The viewer can sample our hit programming, while the automated approach generates additional sales and reduces call center expenses for the operators."

Since Showtime is platform-agnostic, versions of the app can be developed for any iTV platform to partner with cable operators, satellite providers and telcos. This includes, Showtime said, ActiveVideo, OpenTV, Enhanced TV Binary Interchange Format (EBIF) – developed by itaas – and other technologies.

The app comprises a series of updatable templates, allowing network and operator partners to update the content using the various templates to support almost any kind of marketing and acquisition campaign. The backend ties into an operator's billing system, so accurate pricing is displayed and orders take place in real time, Showtime said.

Showtime Networks is also working with Verizon FiOS TV to deploy the application.