When people tell the story of great content they tend to focus on the very high points. "Breaking Bad" is much better than "Dexter". Even "Mad Men" which isn't as good as "Breaking Bad" is much better than "Dexter", which is arguable the best show on Showtime. Aiming for decent content isn't as meaningful as actually getting that content. Starz and Showtime have failed to get anything approaching HBO or AMC.
You can change your approach but you can't change your taste and if whoever is making content decisions at Starz or Showtime continues to have their jobs then it will not get them very far.
You see it now with the results of Microsoft copying Apple's strategy. Microsoft is doing the same thing that Apple did but since they're out of their element it's not going well. They would have been better off just being a boring company that made a great Office product and an increasingly 3rd party hardware partner friendly operating system. In the same way it would have been better for Showtime to just show movies that no one wants to see but pay for the opportunity to not watch.
You can change your approach but you can't change your taste and if whoever is making content decisions at Starz or Showtime continues to have their jobs then it will not get them very far.
You see it now with the results of Microsoft copying Apple's strategy. Microsoft is doing the same thing that Apple did but since they're out of their element it's not going well. They would have been better off just being a boring company that made a great Office product and an increasingly 3rd party hardware partner friendly operating system. In the same way it would have been better for Showtime to just show movies that no one wants to see but pay for the opportunity to not watch.