 After the announcement of the content system's development, Time Warner-owned premium channels HBO and Cinemax, and Viacom-owned Showtime and The Movie Channel (both now owned by CBS Corporation) began incorporating text descriptions during ratings bumpers aired prior to the start of a film, television series or special, immediately after information on the rating and features (i.e., the inclusion of closed captioning, a second audio program language feed and/or stereophonic sound) of a program (in either a single-page or dual-page format, depending on the service).The current iteration of the content system, which introduced a uniform set of coded icons and text descriptors, was first introduced on June 10, 1994 by HBO and Cinemax; it was then implemented on Showtime and The Movie Channel the following month.Liberty Media's then-new Starz network, which was established earlier that year, and its sister network Encore began implementing the system by the fall of 1994, and select pay-per-view services (such as Viewer's Choice and Request TV) began using the system in early 1997 (since then, Flix, Sundance Channel – which no longer uses the system after its purchase by Rainbow Media in 2008 and conversion into a basic cable channel, MoviePlex and Epix have also utilized the system).