you're not crazy. The new tune is one of several ringtones SHOWTIME fans can purchase for their cell phones from the sho.com mobile store. Launching today, the mobile store is part of a new wireless initiative for SHOWTIME which has included: wireless text messaging campaigns, chats and live on-air polling. The store is launching first with THE L WORD, which began its second season Feb. 20th and will continue to air on Sundays at 10 p.m. ET/PT. Content for other Showtime Original Series will follow this spring.

The mobile store, powered by m-Qube, offers ringtones based on featured music from the series, including the new theme song, as well as an array of cast photos and THE L WORD logo which can be used as wallpaper for mobile phones. In March, additional ringtones, screen graphics and other content will be available for the highly-anticipated comedy series FAT ACTRESS starring Kirstie Alley, which premieres March 7th at 10 p.m. (ET/PT). In April content will be available for QUEER AS FOLK, the first series to present a candid look at gay lifestyles, which enters its fifth and final season in 2005.

"With people always on the move, wireless technology is an increasingly attractive way to serve our fan base and stay connected with them," said Showtime EVP Mark Greenberg. "With personalized cell phone options and text messaging, fans can connect with their favorite SHOWTIME shows on a daily basis."

Consumers can browse, preview and purchase content off the SHO.com mobile store and charges for the downloads will appear on the customer's wireless bill. Fans can access the mobile store by visiting http://www.sho.com.

Showtime Networks Inc. (SNI), which is a wholly owned subsidiary of Viacom Inc., owns the premium television networks SHOWTIME(R), THE MOVIE CHANNEL(TM) and FLIX(R), as well as the multiplex channels SHOWTIME(R) TOO(TM), SHOWTIME(R) SHOWCASE, SHOWTIME EXTREME(R), SHOWTIME BEYOND(R), SHOWTIME NEXT(R), SHOWTIME WOMEN(R), SHOWTIME FAMILYZONE(R) and TMC xtra. SNI also offers SHOWTIME HD(R), THE MOVIE CHANNEL HD(R), SHOWTIME ON DEMAND(R) and THE MOVIE CHANNEL ON DEMAND(TM). SNI operates and manages the premium television network SUNDANCE CHANNEL(R), which is a venture between NBC Universal, Robert Redford, and Showtime Networks Inc. All SNI feeds provide enhanced sound using Dolby Digital 5.1. SNI markets and distributes sports and entertainment events for exhibition to subscribers on a pay-per-view basis through SHOWTIME(R) PPV. Additionally, the advertiser-supported television network SHOWTIME is available in Turkey through a joint venture with UK-based Zone Vision.