Speaking at an investor event conducted by parent company Liberty Media (NSDQ: LINTA) in November—just after Starz announced that its agreement with Netflix would end in February—Chris Albrecht, the pay network’s CEO, said an “authentication app” similar to HBO Go would be announced sometime in 2012.

SEE ALSO: Netflix Faces Higher Prices For HBO, Agrees To Doubled DVD Delays From WB

A Starz representative would not comment regarding a timeline for the release of such a product, which would allow Starz subscribers to view the network’s shows on any device by logging in with a username and password registered with the video provider.

With its Netflix deal to stream archival Starz original series episodes and licensed movies due to end next month, Starz—the third biggest pay-cable provider—now finds itself playing catch-up in the technological race it began.

While many expected Starz to make an announcement at CES this week, it was Showtime that stepped up and answered HBO’s volley, touting a new iPad application that allows its subscribers at participating distributors to watch more than 400 hours of the network’s programming on their tablets.

Showtime officials said the app will be in the Apple (NSDQ: AAPL) iTunes store sometime in early 2012, with access for subscribers of AT&T’s U-Verse and Verizon’s FiOS carrier services. Comcast (NSDQ: CMCSA) subscribers, meanwhile, will get Showtime Anytime through the carrier’s Xfinity TV service. The network says more distribution deals are in the pipeline.

We'll be addressing some of these themes during our next conference, paidContent 2012, May 23 in New York City. You can find out more about the agenda and register here.