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Showtime Looks to Arouse Audience for 'Masters of Sex' via Sampling Foreplay

Showtime, engaging in a little promotional foreplay, is looking to build awareness and sampling for its upcoming drama skein, Masters of Sex, by making the pilot accessible on various platforms ahead of its linear launch late this month.

The series, starring Emmy Award-nominee Michael Sheen and Lizzy Caplan as real-life human sexuality researchers, Dr. William Masters and Virginia Johnson, will bow on the premium channel on Sept. 29 at 10 p.m.

Before then, the premiere episode can be accessed across multiple platforms, including the Showtime website, on YouTube and via select television providers' free On Demand channels and websites, as well as on Showtime On Demand and TV Every platform, Showtime Anytime. 

The series is an adaptation of Thomas Maier's book Masters of Sex: The Life and Times of William Masters and Virginia Johnson, The Couple Who Taught America How To Love. The pilot episode was directed and executive produced by Academy Award nominee John Madden (Shakespeare in Love,The Best Exotic Marigold Hotel). It also stars Caitlin Fitzgerald (It's Complicated) in the role of Masters' wife, Nicholas D'Agosto (Heroes) and Teddy Sears (American Horror Story).