 The descriptors are similar to the content sub-ratings that were applied to the TV Parental Guidelines in July 1997, though they provide a more precise account of the content within a program.By this point, most services using the descriptors showed them in a secondary bumper page separate from the program's rating.Each premium channel labels its own programs separately; because of this, it is conceivable that a film that obtains a "GV" rating for graphic violence on HBO and Cinemax would only get a "V" rating for moderate degrees of violence if the same film aired on Showtime and The Movie Channel; McAdory Lipscomb, former executive vice president of Showtime, described about how the advisories are applied, "It is possible that [Showtime] would rank something different than HBO, but we both recognize our dual responsibility to provide information to our subscribers about what is graphic or perhaps unsuitable for children, and we think the common language we've developed will provide an acceptable parameter."