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There was a time, a little less than a decade ago, when owning multiple streaming services did not cost users a full, or even 1.5 times that of a cable package. It was a beautiful time of cheap entertainment that would not—or perhaps could not—last.

A new rebrand is in the works for Paramount after CEO Bob Bakish announced the company is merging Showtime and Paramount+. As part of the merger, Paramount+ will be rebranded as Paramount+ With Showtime, which will be overseen by Tom Ryan. Meanwhile, Chris McCarthy will continue to oversee network operations for…