In 1994, Encore launched the pay television industry's first "themed" multiplex service – seven additional movie channels that each focused on a specific genre. This was intended to include only six channels, but Encore decided to launch Starz as a competitor to HBO and Showtime after it acquired the pay-TV rights to broadcast films by Universal Studios released after 1993. A numbering system was used for each service to identify itself as an Encore channel, though this system was abandoned for most of the channels in 1996, with the tagline "an encore network" (which Starz! also used, albeit sparingly) being used from then until 2002. Starz continued to heavily include the "Encore 8" moniker in its main IDs, feature presentation bumpers and select bumpers until 2002, even as it transitioned into a separate channel from Encore.