Showtime has announced plans to launch its own standalone internet service at a monthly $10.99. Branded simply ‘Showtime’, the CBS-backed premium channel will make its debut in on July 12th, coinciding with new series of Ray Donovan and Masters of Sex.

The platform will initially be available on Apples iPhone, iPad and Apple TV with other platforms to be announced shortly.

“Going over-the-top means Showtime will be much more accessible to tens of millions of potential new subscribers,” said Moonves. “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,” said Leslie Moonves, CBS Corporation’s President and Chief Executive Officer.

Showtime follows HBO into the standalone market, both having been left behind by the launch of Netflix, in part due to agreements with the cable networks over their distribution.

Subscribers to the new service will gain unlimited on demand access to every season of Showtime’s original series and a rebroadcast of the East and West coast feeds of the premium channel. Apple users will be required to create a Showtime account.