it transitioned into a separate channel from Encore. The tie to Encore branding-wise continued even as Starz was given its own slate of multiplex channels in the late 1990s. The first of these to debut was Starz! 2 in 1996, maintaining a set lineup of four different movies scheduled at the same times each day (inspired by the scheduling used by movie theaters) with the slate of films changing each Friday. This was followed in 1997 by the debut of a joint venture with BET Networks called BET Movies: Starz! 3. Two additional multiplex channels began operations in May 1999. Starz! Family carried family-oriented theatrical and home video film releases, was launched possibly in response to HBO's own family-oriented multiplex channel, HBO Family, which debuted three years earlier. The other service was Starz! Cinema, a channel featuring critically acclaimed independent films and movies outside the mainstream cinema. Starz! 2 was also renamed Starz! Theater to better reflect its format. The first changes made following the original rollout of the multiplex occurred in 2001, with the rebranding of BET Movies: Starz! as Black Starz! after BET withdrew from the partnership during its acquisition by Viacom (which owned rival pay service Showtime at the time) in 2001. A seventh Starz multiplex channel was launched in 2004: Starz! Kids was created as a movie service featuring films aimed at children between 2 and 11 years of age, maintaining a format similar to that of Starz! Family. Unlike the other Starz multiplex channels, Starz! Kids was launched on cable systems on a case-by-case basis instead of on a broader national scale. The entire multiplex was overhauled on March 28, 2005, as part of an extensive rebranding of the Starz and Encore services. While Encore debuted a slightly modified logo and applied the "Encore" brand to the names of its six multiplex channels, Starz underwent a more dramatic makeover, with a completely redesigned logo – which included the exclamation mark being dropped from the channel's name – and a standardized graphics package that was implemented across all of its channels (with some modifications for each channel's format). The programming formats of several channels changed entirely: Starz! Theater was relaunched as Starz Edge, a movie channel aimed primarily at men 18 to 34 years old (nicknamed "The New Generation" by the channel). Starz! Kids and Starz! Family were combined into a single channel called Starz Kids